- Regular catch-ups (1-on-1s): These are important opportunities for specific line-of-business (LOB) / product leads to share top priorities & initiatives with those who operate more cross-functionally across PMM, and vice versa. In addition to 1:1s, these can also be in the form of quarterly roadshows between partnering teams.
- Regular readouts (1-to-many): Whether its giving visibility into the planned campaign calendar, or sharing recent research, finding a cadence and channel to regularly socialize the work being done across different teams within PMM helps cross-polinate ideas. These readouts serve as springboards to ensure consistency, optimize / expand on existing efforts, while avoiding duplication.
TL;DR: It's a two-way street. Make a conscious effort to get plugged in.
For every product launch, consider which solutions/segments to whom it's particularly applicable and invite those counterparts to share input as subject matter experts.
In a similar vein, PMMs who work more horizontally across product marketing should proactively be plugging themselves into launch & campaign calendars to capitalize on the right opportunities and marketable moments. Challenge teams to be specific about the type(s) of good fit customers so you can tailor use-cases and examples to ensure positioning is even more relevant.