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In your organization does the product marketing also work with a portfolio marketer?

In our organization we have Product Marketers assigned to audiences (customer segments) and products. It is difficult to align efforts and avoid duplication - have you seen a model like this work well and how?
1 Answer
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16

Yes, we do. In fact, I think Adobe is probably the best example out there I've seen of Portfolio marketing. At a high level, they've divided the Adobe business into 3 business units: 

- Creativity & Design

- Documents such as PDFs and our Adobe Sign 

- Marketing & Commerce - called Adobe Experience Cloud 

I work for Adobe Advertising Cloud which is under the Marketing & Commerce arm. What I think is really impressive is that we've had so many acquisitions in this overarching business line over the last ten years (TubeMogul, Magento, Marketo to name a few), and they all fold nicely underneath the Experience Cloud bucket. 

I'm pretty new at Adobe ( 2 months in!) so don't have all the details yet, but I think it's best to have one team that's focusing on the external presentation of this at a high level, and have the other products pitch in to them their proposal. Without that owner, though, who's in charge on naming and brand hierarchy, it could look really unorganized. Check out our website for more.

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