What advice do you have on stakeholder mgmt for small PMM teams (i.e. 1-3 ppl) that are coupled with larger, growing stakeholer teams (i.e. sales =15-25; CS = 20-30; Product = 8-12; marketing = 5-10)?

That ratio seems about right for PMM teams in general ;) PMMs are always going to be outnumbered by other teams! Oftentimes, the biggest issue for PMM is needing to navigate stakeholder requests. Why can't we launch this product now? Can you help with this sales deck? We're having trouble getting our customers to adopt this feature; can we run a campaign here? It's hard to manage stakeholders to turn their tactical requests into strategic partnerships. It's really all about providing visibility ...Read More

PMM sits at the intersection of these various stakeholder teams and keeps them aligned. No matter how big or small your company is, you likely have similar stakeholders that you need to manage and communicate with. To be effective, product marketing needs to have a voice across the company. I’ve always found it valuable to forge trusting relationships with someone in sales leadership, product leadership, etc. Make sure you’re communicating with them on a regular basis. With product, catch up reg ...Read More

While it might be easy to find industry standards on the number of PMMs per stakeholder team, I find the better marker to be the number of products in the portfolio, segments served, geographies, or even industries. Small teams can pack a mighty punch if swim lanes are clear and roles and responsibilities are understood. For example, a PMM team of 3 with respective focuses on core product marketing (use cases, value props, enablement, release/launch, pricing, etc.) audience/portfolio marketing ( ...Read More

Anchor on the highest priority for the company, versus any one team. One of the hardest but also most liberating things about product marketing is that we are an inherently flexible function. Our skillsets are diverse, so we can quickly get into formation behind whatever is most important and strategic to the company at any given point in time. This is our greatest strength (and, if handled poorly, our greatest weakness), so don't let it go to waste! If the most important initiative at the compa ...Read More

Great question! This is a common scenario for growing organizations. As a smaller PMM team, you'll have to work to set project priorities. This is not an easy tasks, but what helps is being transparent and communicative with your teams across Product, Sales, Marketing and others.  For growing organizations, work with your Sales Department to understand their biggest pain points and align on where you as a PMM can best support. Prioritize the feedback and the work you're able to take on vs what y ...Read More