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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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3 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

    3,209 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

    1,495 Views

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