How is the PMM team structured at your company - by product line, segment, by function or by objective (ie. revenue retention, product engagement, etc)?

3 Answers

Launch Channels Launch Strategy Stakeholder Management Product Marketing / Demand Gen Alignment Building a Product Marketing Team

Stephanie Zou

Figma Vice President, Product Marketing • 6y

Philosophically, I'm a fan of a "full-stack" PMM model where they look after their product area end-to-end. We have one product at the moment, so our PMMs are aligned by areas within our product. One of our PMMs look after our Editor, Prototyping, and Community product areas—essentially making sure Figma works amazing for today's designers and the next generation of designers. The other PMM looks after our Collaboration, Enterprise, and Design Systems product areas. In other words, how does Figm ...Read More

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Jarod Greene

Vivun Chief Marketing Officer • 3y

I've seen organizational structures of all types over the last 10 years and have grown to appreciate a function with clear roles and responsibilities. The most common configuration (and the one I've had the most success with) is where I can have a leader for Core Solutions (your revenue generating products and SKUs), a leader looking after the Portfolio (someone who thinks about how to bring the portfolio to different audiences), a leader looking after Pricing and Packaging (who can work with yo ...Read More

10,686 Views
Loren Elia

Shippo Senior Director of Marketing • 6y

I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think that what's most important is to understand what are your company's priorities and organize your team in a way that supports those priorities. If you work for a startup, these may change year over year, so ...Read More

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