How do your industry PMMs collaborate with product- or sales segment-focused PMMs?

I'm the first product marketer focused on GTM strategy for our platform to a specific industry when the rest of the team owns specific product(s) and/or sales segment.

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2 Answers

Industry Product Marketing

Michele Nieberding

Treasure Data Director of Product Marketing • 9mo

I always like to align on a common goal to start! Pick maybe 3 key metrics (win rate, account value, time to first meeting, attach rates, adoption/usage, etc.). Start from the top, then work your way down.This might be helpful as a "triad" working model with clear swimlanes Industry PMM (you): Own the who & why for a vertical. ICP definition, jobs-to-be-done, regulatory context, partner ecosystem, value narrative, use-case packaging, reference stories. Product PMM: Own the what. Problem→feat ...Read More

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Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y

There are two questions here, and I'll address both. One answer is much shorter than the other. How do we collaborate across industry and core PMM? Constantly. At Meraki, we do have an Audiences team focused on both industry and a few specific LOB personas. The give and take is pretty regular. We collaborate on content, messaging, and thought leadership to make sure we're helping attract and meet customers on their terms. That's the short answer. Your second question about being the first verti ...Read More

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