How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
LaunchDarkly Vice President Product Marketing • 5y
Great question! Demand Gen team tend to be bigger than PMM teams, and also have access to a lot more budget :) Modern PMM teams should consider pipeline (and ultimately r...
7604 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
As a PMM I’ve always had a close relationship with demand gen, from startups to public companies.Here’s what we do together and what we each own separately:Together we di...
4109 Views
Upcoming Event
Mastering Market Research
Atlassian, Wiz, Splunk, Ting
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 4y
First, I try real hard to let go of my ego and temporarily forget about the past (e.g., how I worked with demand gen in another company). Every company’s marketing depart...
4590 Views
At Bill.com, we work extremely close to our growth marketing teams. They are a critical partner as we launch and scale-up our growth. Both groups have their strengths. ...
2819 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Addressed a similar question related to Campaign teams earlier. Please refer to that response. In short, Product marketing is the vital work of developing a customer lif...
3904 Views
Clockwise Head of Growth Marketing • 4y
This is such a great example about how you can’t necessarily take a standard playbook and apply it to every company. The dynamics of team size, resourcing, stage of compa...
6472 Views
Treasure Data Director of Product Marketing • 4mo
In most organizations, the relationship between Product Marketing and Demand Gen reflects team size and mandate. When Demand Gen is larger, they naturally drive campaign ...
557 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This answer differs, depending on the size and structure of the organization.However, there's some common themes, including:- Product Marketing should be the experts in t...
3036 Views
Always an interesting question. What's the leadership structure of the marketing team? Is there a director of product marketingand what does the demand gen team expect fr...
2016 Views
Cisco Director of Product Management, Speech and Video AI • 8y
Love your above answer. Even campaign plans have to be defined together because demand gen team will need guidance on - who to target - type of customers - segments, ...
1837 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
At smaller companies, DG/Growth and Product Marketing are typically the same team (or person!), and the two functions should try to work just as closely together as compa...
1257 Views
HiredScore Head of Product Marketing • 3y
A solid DACI will create the R+R boundaries you need for your organization. No matter what R+R you align on, a close relationship beween demand gen and PMM is essential f...
653 Views
Workyard Director of Product Marketing • 2y
In my experience, the relationship between PMM and DG or Growth Marketing should be as connected as PMM and the Product team. At previous organizations, I was in constant...
624 Views
Narvar Fmr Director of Product Marketing • 8y
In my experience, product marketing is the nucleus of the marketing team - driving and informing strategy for demand generation, sales enablement, and other channel owner...
3654 Views
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • 8y
Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now! This is a tricky one as I've seen 3 different models i...
2837 Views
Related Questions
Can you share any lessons learned or best practices for improving the alignment between product marketing and demand generation?How is the demand gen team organized at your company? Is there a single person accountable for campaign execution and management or is it a shared function across other marketing team?What are some common challenges or barriers you've encountered in aligning product marketing and demand generation, and how have you overcome them?What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?What strategies have you found most effective for aligning product marketing efforts with demand generation activities?Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?