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8 Answers

Abhiroop Basu
Square Product Manager • January 12
You would assume that being in the product organization would allow a PMM more influence. However, I’ve actually found the opposite to be the case. For a brief period of time at Zendesk, Product Marketing reported into the product org. This let us foster very close relationships with our prod......Read More
1242 Views

Rayleen Hsu
Nextdoor Head of Consumer Product Marketing • March 3
From my experience, it's less about product marketing's placement in the org chart and more about product marketing's relationship with product and cross functional teams. I've been in orgs where PMM reports into product as well as others where PMM reports into marketing and have found that our a......Read More
336 Views

Eileen Buenviaje Reyes
1Password VP, Product Marketing • February 11
There are pros and cons to any PMM reporting structure, with no perfect solution. My experience has mostly been with a PMM team that reports into a marketing leader and doesn’t report into product. In this case, an intentional effort needs to be put toward building bridges across teams. All level......Read More
1491 Views

Rehan Mirza
Verifiable Chief Growth Officer • March 26
Our PMM team currently rolls up under the Marketing practice, which rolls up into the Customer Org (Customer Success/Support, People Science, Marketing). This means Sales reports up through another org, as does Product - and each has their own set of key objectives/priorities. As the question her......Read More
1099 Views

Alexa Scordato
TikTok PMO • August 13
If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market......Read More
1063 Views

Daniel Waas
AppFolio Vice President Product Marketing • April 6
I have led product marketing teams that reported into marketing and others that reported into product. I've been reorganized from one to the other twice. I don't find it makes all that much of a difference. You'll need to work harder to build strong relationships with the "other" team. Your respo......Read More
293 Views

April Rassa
Cohere Product Marketing • April 2
The PMM team at HackerOne reports in Marketing. PM's purpose in the universe is to build the right product by translating customer needs into products they can't live without. PMMs role is to translate these products into value propositions that move customers to action and help influence the pro......Read More
735 Views

Jennifer Kay
Product Marketing Expert & Mentor • March 21
If the product marketing team is placed within the marketing department, they may be more focused on the promotion and positioning of products rather than on the development of the product itself. In this case, their ability to influence the product roadmap may be limited as they may not have a d......Read More
533 Views
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Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14
In most B2B tech organizations (where I've spent most of my career) the PMM team owns the Go-To-Market. From a strategic perspective this means: - Who we should sell to and how - What should we sell and why - How we'll reach them and what we'll tell them - Knowing what works and course-correc......Read More
955 Views
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Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • August 10
There are usually two sets of core metrics that I look at to assess whether our efforts are positively influencing the right outcomes: * Marketing metrics: pipeline, campaign/content performance, bookings (PQLs if you work closely with the product growth team) * Sales metrics: average deal ......Read More
596 Views
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Brianne Shally
Nextdoor Head of Product Marketing • January 13
It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth and trajectory, I encourage you to evaluate it based on your goals, what you want to learn, and wha......Read More
1375 Views
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Matt Hodges
Atlassian Head of Marketing, Confluence • December 14
Role depends on what other people/teams you have around to support you and metrics to monitor will depend on your GTM motion and business goals. Without getting specific, PMMs should care about the full funnel–from top to bottom. When you have a deep understanding of your funnel you can connect t......Read More
634 Views
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