What are the different teams that come together for product launches at your company? as a % significance through the launches, how important is sales/field enablement?

At Adobe, it's been a pleasure so far to work with many cross-functional teams for a product launch. For my team, Adobe Advertising Cloud, which is on the B2B side, we work with the following teams:  - Product / eng - Program management (which is the organizational arm and keeps eng timelines on track and helps with logistics) - UI design  - Sales / AM teams  - Business Development  - Sales ops  - Broader Adobe B2B marketing team  For B2B, sales and field enablement is a major channel for us, so ...Read More

I think less about which teams since each organization is different, and more about the functional workstreams and then mapping people to workstreams. I also recommended some models like DACI and RACI. Positioning / Messaging Business Case / Modeling Campaigns Field & Events Content Growth Channels Comms / PR AR Brand Web Enablement Packaging & Pricing Customer Success (Services, Support, Education) Partners Customer Marketing Technical Marketing (Enablement, Content) Enablement scope re ...Read More

It's important to get cross-functional representation for every product launch. As product marketer, you lead the launch, and there will be more marketers on your team than other departments because they do most of the promotion (web, creative, content etc).  But for the rest, I like to get a DRI from every department: Sales, Marketing, Legal, Support, CS, Services, Operations, Enablement, Product, Eng, and Pricing & packaging (if they don't sit in PMM). It's also critical to share updates w ...Read More

Oh, it takes a village to go to market with a new product launch! At Zendesk, there are many teams invovled in product launches with Product Marketing quarterbacking the entire effort. Here's a breakdown of the teams PMM works with at Zendesk for product launches:  Product: Product Managers, Product Strategy & Ops/Product Data team, Engineering, Advocacy, Pricing Core marketing: Campaigns & Events, Field / Regional, Customer Lifecycle Marketing, Web & SEO, SEM/Ads team, PR/AR/Comms, ...Read More