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How do you think about organizing your team (by vertical, persona, etc.)? How do you balance mapping to product versus GTM teams?

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3 Answers
Establishing Product Marketing
  1. Orinna Barton
    Orinna Barton

    Freshpaint Head of Product Marketing • 1y

    I like operating under a “full-stack” product marketing model, where PMMs work across the entire product lifecycle. In this approach, product marketing is involved from the very start of product development, all the way to launch and beyond. Organizing and aligning teams by product works well with the full-stack approach, so that tends to be my preference. I especially enjoy this configuration in product-led companies, where a PMM can deeply embed themselves within the product teams they’re part ...Read More

    12,779 Views
  2. Jennifer Kay Corridon
    Jennifer Kay Corridon

    Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4y

    The short answer is this is highly dependent and should be greatly influenced by the product and the company that you are part of. This is the dilemma of all things product marketing, there is no one size fits all nor silver bullet answer. I've had equal success with pod models, where a product marketer is embedded with a cross functional teams to work on a particular product or vertical as I have had with creating teams solely focused on bringing products to market. I advocate begining by asses ...Read More

    1,246 Views
  3. Daniel J. Murphy
    Daniel J. Murphy

    Marketing Strategy Consultant • 4y

    So first of all, the biggest product marketing team I've built is two (and I was half of it). I'm really much more knowledgeable around establishing PMM within the org. But I'll take a crack at answer the question because I certainly have studied scaling PMM orgs (and been part of a few).  I think you really need to start with product ownership. If you're going from one to two, make sure that gives your PMMs more time to get deeper product ownership. That usually coincides nicely with how the pr ...Read More

    529 Views

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