How does your company define the difference between Marketing and Product Marketing teams and how do the responsibilities differ?

We have different types of product marketing teams: Core product marketing - responsibile for working closely with engineering on influencing the product roadmap and developing the value proposition with associated assets to drive awarness, consideration and adoption of our solutions GTM - responsible for training our field and partners to ensure they understand the value proposition and can clearly articulate it to drive consideration and adoption of our solutions  Events - responsible for all ...Read More

I have been fortunate to work for CMOs who have a firm grasp and strong working knowledge of all aspects of marketing. Often times you run into CMOs who only know brand, or only DG (or for that matter, only PMM), and the results can be disastrous. My past bosses have structured our marketing teams into three distinct pillars: Product Marketing, Demand Gen, and Corporate Marketing. The roles and responsibilities are quite clear, but keeping communication open is essential even within our own mark ...Read More

In addition to above, since all content is so closely tied to how/where it shows up and who needs to see it, versus 10 yrs ago when product marketing would created a set of standard content and post on the website. I would recommend sitting down with Demand Gen team, PR/AR to figure out what is needed for a successful campaign and nurture stream. Then consider one or 2 core pieces of content - whitepaper, webinar or customer video -- which then can be further marketed across the campaign with de ...Read More

I've seen that marketing teams are generally structured in this way - Corporate Marketing - includes comms (press, analyst relations, internal comms, customer marketing), content marketing (defining a content strategy for each stage of the funnel, social media, blogs), brand (out of home ads, logos/colors, video production etc). This team is generally responsible for getting your company's name out there, make sure everyone knows who you are and what you do. Some of the relevant KPIs for this te ...Read More

One quibble with this question: I’d start with the assumption that product marketing is a part of the marketing team because product marketers are more marketers than product professionals. PMMs should work closely with the rest of the marketing team to ensure alignment across all outbound marketing. I think the core responsibilities of product marketing are the following: GTM management. Lead the launch of new products and features. Sales enablement. Train your sales teams to be experts in sell ...Read More