Sharebird
Sign Up / Sign In

What are some common challenges or barriers you've encountered in aligning product marketing and demand generation, and how have you overcome them?

Answer
3 Answers
Product Marketing / Demand Gen Alignment
  1. Sapphire Reels
    Sapphire Reels

    Atlassian Senior Director of Product Marketing • May 28

    My PoV is that most of the barriers stem from misalignment in one of three places: language, fluency, or operationalization. And each one creates a different problem downstream. The language problem is the most basic. PMM lives in positioning, personas, and pipeline quality. Demand gen lives in CPL, MQL volume, conversion rates, and channel mix. When the vocabulary doesn't connect, you can have two functions technically doing their jobs but working against each other rather than with each other. ...Read More

    1,246 Views
  2. Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing • 6mo

    Oh gosh, I think generally the "handoff" point has bene one of the biggest challenges - what PMM owns vs. not. For example, while we focus on messaging and positioning, who is actually "on the hook" to write landing page copy, emails, etc.But...I also feel like this is one of those questions where alignment sounds straightforward in theory, but in practice it breaks down in very predictable ways. Here are some of the common barriers I see between Product Marketing and Demand Gen, along with appr ...Read More

    396 Views
  3. Jack Wei
    Jack Wei

    Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 2y

    Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking the quality of and wordsmithing 1 landing page or slide but ask them about how marketing is doing on pipeline and they look at you with a blank stare?; how about a demand gen marketer who makes decisions pur ...Read More

    909 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Sapphire Reels

Atlassian Senior Director of Product Marketing, Sapphire Reels on Product Marketing / Demand Gen Alignment

May 28 @ 10:00AM PT

View Answers
Michele Nieberding

Treasure Data Director of Product Marketing, Michele Nieberding on Product Marketing / Demand Gen Alignment

December 18, 2025 @ 10:00AM PT

View Answers
Jeremy Moskowitz

Outreach Platform & Solutions Marketing Director, Jeremy Moskowitz on Product Marketing / Demand Gen Alignment

April 30, 2025 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors