How do you define the relationship between product marketing and demand generation within your organization?

At a high level, I don’t think of Product Marketing and Demand Gen as separate functions that “collaborate.” I think of them as two halves of the same revenue system. Product Marketing is accountable for what we say and why it matters. Demand Gen is accountable for how, where, and when that story shows up to drive pipeline. When that line is clear, the relationship works. When it’s fuzzy, you get friction fast. In practice, Product Marketing owns the source of truth. That includes positioning, I ...Read More

PMM and demand gen both own "right message, right buyer, right point in the journey." That's the shared north star. Where they differ is in what each team is responsible for to make it real. PMM owns the strategy behind it: Defining who the right buyer actually is: persona and ICP definition What the right message is at each stage of their journey: problem framing, the claim, and the proof CTA logic mapped to funnel stage Surfacing when the mix of buyers in the funnel is shifting, because that c ...Read More

I love partnering with my demand gen counterparts early and often. It's my job as an audience and persona expert that lays the groundwork for campaigns by setting the strategy based on their knowledge of the audience and overall business goals. It all starts with a detailed strategy brief that includes key elements like background on the larger business initiative, top-line success metrics, a campaign narrative, messaging, target audience details, and some initial guidance on how to reach them a ...Read More

Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, I should have set a better example for the PMM team by synching with the head of demand gen more frequently and voicing my concerns more aggressively. Why should PMMs be more tightly connected to demand ge ...Read More