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How do you define roles and responsibilities around product research between product management and product marketing?

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2 Answers
Market Research
  1. Brianne Shally
    Brianne Shally

    Rippling Marketing Lead • 2y

    Understand the strengths of each org and what skills and resources they uniquely bring to the table and understand where the skills and resources overlap. Have a healthy discussion of RACI / RAPID to understand who owns what. If there’s resistance, encourage to explore a pilot for a quarter / half to see what works/doesn’t work and revisit it to further optimize it. Usually, folks are less resistant to a pilot since it’s not set in stone.  Capture when to involve who: It’s important stakeholders ...Read More

    1,651 Views
  2. Jacki Brown
    Jacki Brown

    Fractional CMO | Product Marketing Leader | Formerly Amadeus, SharkNinja, Upromise • 2y

    I recommend using an established framework like the Pragmatic Marketing Framework. That being said, nearly every company defines the handoff between Product and Product Marketing differently and it is an ongoing challenge. Ultimately, this comes down to the leadership between both groups to find alignment. My preference is Product own research about: The Ideal Ideal Customer Profile The Total Addressable Market The User The Competition's product functionality They define why the solution is crea ...Read More

    300 Views

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