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What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
See the answer above to the question "I wanna make the case to hire some more product marketers - we're a team of 2 for a company of 400. Whats the ratio where you are? Have you seen any external data on this?" -- I think I mostly covered this in that answer. In short, we have a Go-to-Market ......Read More
Product Marketing org structures can vary by organization. Previously at Attentive, our PMM organization is comprised of the following teams: Product Marketing Core (focused on our product offering, more to come here), Sales Enablement & Competitve, Technical Writers, and Training. Our PMM Core t......Read More
Organization structures for the PMM team vary depending on your companies’ stage, customer base, and product suite. There are 4 basic approaches for designing PMM teams: 1) functional (i.e. sales enablement, monetization, GTM, product strategy), 2) product lines (i.e. subscriptions, retail), 3) c......Read More
Our product marketing org strucuture is made up of 6 groups. Most of our groups are aligned directly to product, and how product strucutres their org. So each product group that is focused on building customer facing product - has a PMM group aligned to it. We refer to these PMMs as "full stack" ......Read More
This is a question I get a LOT. Everyone wants to know whats the idea PMM team structure. The short answer is there isn't one. Firstly, the role of a PMM looks different in every company. Secondly, the role of a PMM is not static. The role should evolve based on business priorities. So while y......Read More
We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with product we have always largely mapped PMMs to specific solutions or product areas. Our current team structure roughly mirrors that o......Read More
I go back to ensuring that the team structure is aligned to business objectives and associated KPIs. My company does have aggressive sales, customer satisfaction, and product adoption metrics (spans across the board) so I like to structure the team accordingly. I'll use a buyer journey framew......Read More
There’s two main drivers I think about with respect to org structure. Important caveat on the below being I primarily have worked at smaller organizations where org structures across the company are often highly nimble. 1. How established the function is - When the PMM function is new, oftentim......Read More
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
Like many have said here, Product Marketing org structures can be vastly different. I believe the organizational structure starts with where Product Marketing sits in the org. Traditionally, there are three options for this: marketing, product, and reporting directly to the CEO. In my experience,......Read More
I've seen it work in many different ways. It's usually dependent upon where the PMM org lives, and what the other organizations look like along side of it. If it's in Marketing, it's very dependent on who the leader of marketing is. If it's in Product Management, it's usually broken out by produc......Read More
Related Ask Me Anything Sessions
Adobe Head of Lightroom Product Marketing, Mary (Shirley) Sheehan on Product Marketing Career Path
July 12 @ 11:00AM PST
Payrix VP of Product Marketing, Charlene Wang on Establishing Product Marketing
June 6 @ 10:00AM PST
Appcues VP Marketing, Eric Keating on Influencing the Product Roadmap
May 31 @ 10:00AM PST
What are your biggest challenges in enabling global sales teams, and how do you overcome them?How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?What recommendations do you have for influencing the roadmap early?What’s your approach when you join a new company? What strategies have been working best, and what would you recommend not to try?Do you feel it is necessary to dip your toe in these other orgs/roles (ex. Demand Gen, Product) being a product marketer to fully comprehend your work and excel?How do you more effectively influence product roadmap priorities and timeline?