How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?

The key is to clearly define roles and responsibilities within your Marketing organization. For starters, let's start with where Product Marketing fits in. Product Marketing operates at the center of product, marketing, sales, and customer success teams. Under the general marketing umbrella, there are many teams that are dedicated to the tactical areas of marketing: digital marketing, PR, email marketing, PPC and paid advertising, social media marketing, etc. But who creates the overarching stra ...Read More

I think the most effective model here is the hub and spoke, (while remembering the wheel is the most important). PMM is the center of the wheel, setting the strategic direction along with their product counterparts. PMM should be aligning on business goals, developing competitive and differentiated roadmap & GTM strategy, and ensuring that your messaging and positioning is competitive and compelling. If PMMs are doing their jobs correctly, this direction should help all your general marketin ...Read More

Product marketing and Marketing are all working towards the same goals: raise awareness, drive product adoption and drive business conversion to serve customers and help the company grow. Marketing has existed since the late 1800's with the invention of the first mail product catalogue. Tiffany's Blue Book was the first mail-order catalogue in the United States that really set the standard for product-driven marketing.  For the longest time, the evolution of Marketing has been slow and steady wi ...Read More

Every company needs the following building blocks of marketing: Upper funnel - Content engine (Attract eyeballs), Brand (Build a reputation) Mid funnel - Demand gen engine (Turn eyeballs to drive demand) Lower funnel - Product marketing (Help turn qualified prospects into customers) Beyond the funnel - Customer marketing and advocacy (get the customers to become voracious users and raving fans — an extension of your marketing) There will be a lot of connective tissue, partnerships, and dependenc ...Read More