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Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?

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4 Answers
Growth Product Marketing
  1. Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 3y

    Product Marketing teams need Growth Product Marketing Managers. This close relationship is especially important when the initial product launch and go-to-market moment is done and the focus shifts to growing usage of and engagement with the product. Product Marketing Managers often refocus on the next feature/product launch, instead of having the time to prioritize growth work. The Product Marketing Manager is responsible for understanding product-market fit and building messaging and positionin ...Read More

    3,451 Views
  2. Kacy Boone
    Kacy Boone

    Clockwise Head of Growth Marketing • 4y

    If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap of the Growth Product team. Typically will be focused on experiments to improve core user metrics through product adoption, rather than big GTMs / product launches. 

    1,886 Views
  3. Kelsey Nelson
    Kelsey Nelson

    Wiz Senior Director Product Marketing • 1y

    I believe all product marketers today would strongly benefit from having a growth mindset and skillset -- but whether or not that's the entire charter of their role depends on the core goals of their specific product area and your business priorities. For example, you may have products that are highly effective for landing/driving revenue, while you may have others that drive retention or lead to more upsell pathways. The latter is a great place to have a Growth PMM, either as a dedicated head o ...Read More

    1,497 Views
  4. Morgan (Molnar) Lehmann
    Morgan (Molnar) Lehmann

    SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • Thu

    Honestly, I might be the wrong person to ask here, because SurveyMonkey has never had a dedicated growth PMM on our product marketing team — even as we scaled to having both product and solutions marketing. So take my answer with that caveat. 😅 That said, we've tried a few different models over the years, and I have some genuine opinions about what's worked. Model 1: Shared responsibility by product area For a long time, we had PMMs aligned to product areas, and if growth experiments were runnin ...Read More

    374 Views

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