How does your team divide up the responsibility between the PMM team and the Campaign team? How has that worked for the new products/new markets for existing products that company has wanted to go into, where the campaign team cannot just package up existing asset but needs to create a PoV?

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4 Answers

Product Marketing Career Path Establishing Product Marketing Stakeholder Management

Jason Perocho

Amperity SVP, Head of Marketing • 6y

PMMs are responsible for the following: Positioning Statement & Messaging - This is the heart of Product Marketing. Using our expertise, we'll create the positioning and messages we want in the market. Business Goal - We'll define what impact we're trying to have on the business. This includes what segment / industry / geo we need to go after to lift our business. Market / TAM - We'll identify and define the market and opportunity we're going after Sales Enablement - We will work with sales ...Read More

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Jeff Beckham

Gem VP of Marketing & Partnerships | Formerly Mixpanel, Slack, BlueJeans, Cisco • 5y

The setup at my previous company, Mixpanel, is one that I’ve seen be more and more common at businesses scaling up. We have two arms of marketing: product / content and growth (the “campaign team”).When the head of growth and I need to explain who does what, we like to simplify things to: PMM builds messaging and content, and growth distributes those things everywhere in the world through ads, email, etc. I’ve personally found this setup to be much more efficient than more siloed organizations, ...Read More

1,267 Views
April Rassa

Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y

PMMs are experts on the “who” (i.e. target personas) and “why” (messaging for these personas) while Campaign is the expert on the “how” (channels/tactics to reach these personas). If the two teams take a collaborative approach on everything from brainstorming campaign themes to execution and performance tracking, it usually leads to great outcomes and a shared purpose. Our PMM team works very closely with our Growth/Campaign teams in terms of quarterly planning including content strategy, themat ...Read More

838 Views
Daniel J. Murphy

Marketing Strategy Consultant • 4y

Interesting question. I'll say Demand Gen (a.k.a campaigns team) owns the offer and executive associated with the campaign the product marketing team owns the strategy and intel for that campaign. Depends on how the demand gen and product marketing team as staffed as well. Usually demand gen has more people to handle the execution and can own reporting too.

596 Views