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 real world usage, and customers may leverage a product in a way that you or your PM may not have thought of.
For both Sales and CS, though, I tend to look at these relationships as ones where you build and cultivate on a one off basis. Over time, as you prove value to these teams by delivering back materials that help them in their roles, you’ll build a better cadence, but they aren't roles where it's easy to get a recurring cadence going without proving value first. In an old role, we actually sat our PMM team on the sales floor so that we could stay connected with top sellers and sales managers to keep a pulse on the market. This really helped drive business forward as we could easily market around what was working for prospects.
For Marketing, you really do need to have close coordination. After all, a PMM would be the SME on the product itself, why it's of value to customers and how to talk about the product. Our fellow marketers would be the SMEs on how to get that message out in the market and how to drive the KPIs that we’re looking to see relative to the funnel. This relationship feels the most likely, to me, for a regular sync to stay connected.
And product tends to be, in my opinion, the main stakeholder. Some of the best PM/PMM relationships I’ve had didn't require a weekly or bi-weekly cadence, because we’d each connect with our counterparts for the areas where their expertise was needed. But I’d suggest you go into meetings with your PM stakeholders with a mindset of showcasing the market and the user trends or competitive issues that you're seeing that can help product do their jobs well.