What are the challenges one should be aware of when setting up a new PMM function inside the org? How can one overcome them -- any tips?

One of the biggest challenges I always see is internal education. Most companies where PMM is new will not understand what PMM can and should do and how to work with them.  One of the most important things to do when establishing a new PMM function is defining a clear charter, goals, and even a defined list of deliverables and doing internal roadshows to educate different cross-functional teams on what you are responsible for, when to come to you and when to loop you in. The second most importan ...Read More

If PMM is a new discipline within your org chances are other teams were "covering" PMM unofficially. This could mean product managers trying to wear marketing hats or lifecycle / brand marketers pitching in to support product. My advice is to start developing a rapport with PM leadership out of the gate. Set up team norms, artifacts and practices to operationalize PMM. Look at the product - eng roadmap and create work back dates to maximize marketing impact. If PMs have been doing product market ...Read More

Setting up a new product marketing function can be a challenging but rewarding task. Here are some challenges you should be aware of and some tips for overcoming them: Defining the scope: One of the biggest challenges is defining the scope of the product marketing function. This involves determining what the function will be responsible for, such as positioning, messaging, competitive analysis, sales enablement, etc. It's important to ensure that the scope is well-defined and aligned with the co ...Read More

Setting up a new (or a renewed) PMM function inside an org is fraught with all sorts of challenges. If a company made it to a certain point without PMM, there could be teams who feel like the company doesn't need PMM to grow. If you're brought in to reboot PMM, you're going to have to win over a bunch of teams who felt like the previous regime was ineffective and maybe doubt the need for PMM altogether. Overall, you're likely going into a situation where few, if any, of your key stakeholders kno ...Read More

Standing up a new Product Marketing function is both a great opportunity and a great challenge. Over the last year, I have been standing up the PMM function at my current company. I can share that is has been one of the most rewarding experiences of my career! On the plus side, you are not inheriting any inefficient processes or bad habits. But on the other side, there is no organizational muscle memory for how to work with PMM - this will be your biggest challenge. Start building relationships ...Read More

Product Marketing is a highly cross-functional team that sits at the intersection of all customer-facing and product teams, which can be exciting and create a lot of challenges. Product Marketers often end up falling into one of two categories: a catch all for content requests or the engine of go-to-market strategy. To be a strategic partner to the business, Product Marketing leaders need to build trust-based relationships across teams and prioritize areas that move the needle.   A common challe ...Read More