Sharebird
Sign Up / Sign In

How have you scaled and organized your product marketing team? ( by function, product line etc.) What works and what downsides have you experienced?

Answer
3 Answers
Building a Product Marketing Team
  1. Jeremy Wood
    Jeremy Wood

    Adobe Head of GTM Strategy, APAC & Japan • 1y

    I have always ensured that the alignment and the size/scale (or at least the requested heads etc) were very tightly aligned to the needs of the business. I once inherited a Product Marketing team that was disproportionally large compared to the product range and complexity as well as in comparison to other cross functional teams we worked with. It created a lot of friction as well as inefficiencies as we had duplication in roles and responsibilities with no clear distinction on 'who does what' e ...Read More

    3,725 Views
  2. Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 2y

    In earlier stage companies, small teams of generalists tend to drive great results with their expansive understanding that comes from being in the weeds of product alignment, customer insight, research, and campaign execution and sales enablement. As the company grows, and progresses into multi-product, that starts to break down as teams get bigger and the work becomes more specialized. Initial Phase (Small Team): Structure: Generalists who handle multiple functions, such as market research, con ...Read More

    2,590 Views
  3. Mike Greenberg
    Mike Greenberg

    SurveyMonkey Director of Product Marketing | Formerly Apple • 1y

    Great question. I’ve worked in and led PMM teams with a number of different structures throughout my career (and in different functional organizations: Product vs. Marketing). At the end of the day, the best team structure is the one that’s aligned with your product and business goals. If you have one or few products that appeal to many buyers, or are trying to expand your business by attracting customers in new or specific verticals, it might make sense to organize at least part of your team by ...Read More

    938 Views

Upcoming Event

Mastering AI as a Product Marketer

Mastering AI as a Product Marketer

Confluent, Twilio, ActiveCampaign

Start in …

Register

Related Ask Me Anything Sessions

John Heywood

Scale AI Head of Product Marketing, John Heywood on Go-To-Market Strategy

September 3 @ 9:00AM PT

Register
Gagan Mand

Adobe Director, Product Marketing & Strategy, Gagan Mand on Building a Product Marketing Team

April 8 @ 11:00AM PT

View Answers
April Rassa

Celigo Vice President Product Marketing, April Rassa on Go-To-Market Strategy

March 10 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors