In a product-led company, it's common that both Product and Product Marketing are involved in conducting customer/market research to inform the roadmap. How can the teams effectively aggregate past and ongoing, new findings, and who should lead this initiative?

This is common, and you should start defining R&R with your PM counterparts. Common knowledge states that PMs should do customer-focused research, and PMMs should do market trends and competitive research. But this varies in reality as many companies have research happening in silos, and it depends on who has the need, budget, and capacity to do it.

• Emphasize that no matter who conducts the research, both PMs and PMMs can benefit from and act on the insights. While PMs can use the insights to shift product direction and develop enhancements, PMMs can use them to change messaging and positioning and create new content and programs.

• Thus, you can argue for building a central repository of all past and upcoming research projects accessible to various stakeholders. Offer to categorize it based on product areas, themes, personas, etc. This provides visibility and avoids duplicate work.

• Set up a core research council or working group to discuss research projects and insights regularly. Offer to be the showrunner for this. This would ensure that everyone feels involved, and you can also use these channels to drive accountability for the next steps.

In a product-led company, there is likely a product analytics tool in place to measure user behavior, conversion paths, etc. In other words, everyone is sitting on a plethora of data that can be analyzed. The question is how to best divide and conquer -- who is assessing what, for which objective.

PMM and PM can divide and conquer in a product-led business using the following approaches, by:

1. KPI they're responsible for. PM success is often measured by product/feature/function adoption, PMM by funnel and/or paid conversion into MRR/ARR.

2. User types. PM learns about users and what drives stickiness, PMM learns about buyer personas (if different from users) and what drives revenue.

I don't have a good answer about who "leads" this initiative. I get crotchety about ownership and DRI questions because I genuinely believe if someone doesn't work with an ownership mentality then they probably shouldn't be there to begin with. People who take initiative and work well with others don't care who owns what. They just get things done with humility, stay hungry to learn, and move forward. In summary, both PMM and PM can own this, whoever has the most bandwidth.