How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

Cross-functional work is Product Marketing's middle name!  PMM <> Sales Key deliverables: Pitch decks, enablement assets (internal resources like battlecards and personas, external resources like one-pagers and case studies), and trainings  Key goals: Improve win rates, improve competitive win rates, increase ASP, shorten sales cycles, improve demo request to demo held rates, generate pipeline, improve sales team confidence  PMM <> CS Key deliverables: Same as sales, but with an exis ...Read More

Regular engagement and alignment in key. I meet with my cross-functional leadership team bi-weekly to ensure we’re aligned on the needs of each team as they evolve and areas of focus. Key goals and deliverables: PMM with Sales: Drive sales success by developing content needed to support the pre-sales customer journey and business goals, such as use cases, pitch decks, customer case studies, and other prospect facing content. PMM with CSM: Drive customer success by developing more in-depth conten ...Read More

These are some of the main stakeholders a core PMM would work with.  With Sales, I tend to like to see what is resonating with prospects. Is there a specific line or way of telling our story that clicks? I tend to like to use this insight to guide early funnel materials to proactively talk to prospects in a way that resonates.  With CSMs, I’m looking for how current customers are using products and how we can tell stories of unique wins. I think it helps overall positioning if you can factor in ...Read More

The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf. It is an expectation that product marketing is involved way before the feature gets built and can answer "can I sell this?" with product. It definitely helps to have joint goals with product so work is not at odds. Product and product marketing are a true partnership and PMMs/PMs who realize this and don't treat the relationship as transactional are far better for ...Read More

The ability to work effectively across cross-functional teams is an extremely important part of a PMMs role. And each team you interact with has a very specific set of needs and dependencies in order for the working relationship to thrive. PMM and Sales: This is a relationship that gets to the bottom-line = revenue. It's easy for the PMM role to quickly become a content creator (decks, one-pagers, etc). Where product marketers need to spend time is in understanding the sales process and the cust ...Read More

PMM with Sales: I ask for links to chorus/gong calls to listen to customer's positioning. We tackle enterprise needs on-going and jam on enablement materials + content market fit. I also pitch new concepts/messaging to sales for reaction and ask for on-going market feedback on concepts/campaigns. Success is measured by revenue attainment but more specifically, how PMM can influence closed/won rate - deal velocity - pipe gen - upsell/expansion and AVC. Deliverables: pitch decks, one-pagers, enabl ...Read More

The key here is aligned metrics. Pipeline is the only one that spans all stakeholders and therefore is a higher priority. More detail here: 1) PMM with Sales KR = Pipe. Created and influenced. Deliverable = Selling content, sales plays, sales programs, sales enablement 2) PMM with CSM KR = Retention and expansion. Companies measure these differently. Deliverable = Content (decks, one pagers), enablement 3) PMM with Marketing KR = impressions, leads, pipe Deliverable = key messaging, campaign con ...Read More

The short, not super helpful answer to "How do you work with the cross functional teams?" is really closely and really well :) PMM is at the center of so much important work that, if you don't have strong relationships with key stakeholders like Sales, Product, Customer Success and the rest of marketing, you'll end up either being a short order cook or, even worse, getting sidelined altogether. Each of those functions has a different role, a different focus and, in my experience, requires you to ...Read More

This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enablement team to understand sales' needs, develop messaging and content for them to use with both existing and prospective customers, understand how that messaging is resonating, and creating training and other ...Read More