How does your product marketing team usually work with your product team?

I believe most organizations product marketers are leverage as either Inbound PMMs or Outbound PMMs.  Inbound PMMs are focused on insights that feed the product roadmap; pricing and packaging, and product positioning that feeds into the marketing strategy.  Outbound PMMs are focused on go-to-market planning and execution of launches and adoption KPIs (The PMs are responsible for building the product/feature and their PMM counterpart is responsible for strategy and execution to drive the KPIs) It ...Read More

We break down product marketing’s work into four buckets and work with product as follows during each of the phases: Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market data, hone competitive intelligence, and draw on prospect and customer insights to illuminate product/market fit. We collaborate with the product team throughout this whole process to identify and prioritize big ...Read More

Very closely!We sit together, work together, debate together and ultimately take shared ownership and accountability over each strategy.As Director, I am a stakeholder in the roadmap meeting to discuss prioritization of key feature development based on my perspective of the consumer needs.Each PMM on my team is paired with a PM to own and deliver on a key feature that the teams have aligned on. The Words with Friends team has a thorough spec process which involves Marketing’s input from the outs ...Read More

At Forethought, product marketing works very closely with the product teams to bring products to market. I hold regular check-ins with product marketing and the Head of Product, as well as separate check-ins with individual product managers. These check-ins enable us to: - Align on product strategy and product messaging. This is especially important if new products are in development.  - Provide feedback from customers (either through Sales or Customer Success) that will be helpful for the devel ...Read More

We have a product pod structure at Quizlet. Each product pod has 1-2 very clear business goals and usually owns certain product lines or domain areas. Every pod has a PM, a PMM, a designer, a product analyst, a product support specialist, an engineering manager, and an engineering team.  This structure allows teams to determine the best working cadences and divisions of labor that work for them. I've found it to be a very liberating structure because it gives the teams a lot of autonomy over dec ...Read More

We work with our Product Team in three key ways: Competitive intel. PMM's own all competitive research and documentation, and we make sure the rest of the Product Team - dev's and especially PM's - are in the know whenever a competitor has changed their messaging or released a new feature. Help with planning the roadmap, ensuring alignment with the needs of our customers and the market. Just because Product thinks it's cool tech and wants to build it, doesn't always mean its best for our users. ...Read More

My PMM teams usually work very closely with the product teams, as we need to ensure that the product is positioned and marketed effectively. These are shared goals of PMs + PMMs. We usually  Run user research to gather insights and feedback from users. Collaborate on product development by providing input and feedback on the product roadmap and new features (PMMs know what customer wants). Align on the go-to-market strategies to be sure releases are happening on time and launches will happen smo ...Read More