How is your PMM team structured? Are some PMMs focused on B2B and others on B2C or the same product line or does one PMM work on both?

Answer

7 Answers

Consumer Product Marketing

Mike Polner

Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 6y

When I was at Uber Eats, we separated PMM responsibilities down by audience. Some PMMs worked only on Consumer and some only on Restaurant for example. In a three-sided marketplace, there is naturally a ton of organic collaboration across the edges, so though there's usually only one focus area, there's a lot of collaboration across the audiences.

2,183 Views
Brianne Shally

Rippling Marketing Lead • 5y

It’s most valuable to align the PMM team to the Product team structure to drive stronger alignment and integration. Back in the day, when we worked in person, we strived to have Product Marketers sit directly with their product teams. In some cases, this has meant that I’m in a different building than my manager and some of my team members, but I find this integration extremely valuable. Nextdoor is structured by the following Pillars: Member Experience (Consumer), Neighborhood Vitality (Trust, ...Read More

1,561 Views
Rayleen Hsu

The Knot Worldwide Marketing Consultant | Formerly Meta, Strava, eBay, Nextdoor, TeamSnap • 4y

I've been in PMM roles at mostly large companies and PMM has typically focused on either the consumer or the business side of things. However, for smaller companies with smaller teams, it's not uncommon for PMM to lean into both, depending on the needs of the organization. Regardless of how the team is structured, close partnership across PMM whether your focus is B2B or B2C is critical. PMM is often positioned to oversee what's happening holistically across the org and can help provide visibili ...Read More

771 Views
Katie Levinson

MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 2y
Since I work in B2C organizations, we don't actually have a B2B PMMs (or any other b2b marketers). I've seen consumer product marketing organized in a few different ways:
- By vertical/business unit
- By audience (if there are multiple different consumers the org serves that are different enough)
- By KPI/goal
- By product team (about 3:1 PM to PMM)
There's no wrong or right way to do it, it depends on the size of your organization, your revenue model, and how robust the product platform is.
642 Views
Alex Chahin

Uber Director, Global Head of Rider Product Marketing | Formerly Lyft, Hims & Hers, American Express • 3y

Among the places I’ve worked, this answer has varied considerably. It’s varied company by company, and it’s even varied within a given company at different stages. For instance, when I was at Lyft, early on there were products that consumer-focused PMMs helped do the sales enablement for because it was the fastest way to get it done. As the company grew, by the time I left, there was a large B2B product marketing team. A number of things could impact what the right answer is for your company at ...Read More

452 Views
Lindsay (Saran) Gatta

Moloco Product Marketing Director • 2y

In all of my PMM teams, we've aligned to how our product team aligns (some are pods, some are product trios), mapping as closely to their priorities and focus areas.

540 Views
Madison Leonard

Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y

There is no one-size-fits-all to team building. Everything should focus on business needs and impact. For example, early-stage startups likely don't need an entire role dedicated to competitive intelligence. But a late-stage scaling company would benefit from that role, esp as they move up-market. For an early-stage B2B company, 1-2 full-stack product marketers are great to start with. They should focus where it makes sense in the business (product or sales focused). For B2C early-stage compa ...Read More

520 Views