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What differentiates go-to-market from core PMM work?

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3 Answers
Go-To-Market Strategy
  1. Eric Bensley
    Eric Bensley

    ServiceNow VP, Product Marketing - CRM • 10mo

    I think about whether folks are more like a chief product officer or more like a chief revenue officer in their thinking. Core PMMs align more with product leadership, while go-to-market PMMs align more with revenue leadership. When I look at core folks, it's more about the creative side of building a product in partnership with product teams, writing messaging, understanding the audience really well, and crystallizing that messaging and narrative. I look for people who create something that's 9 ...Read More

    884 Views
  2. Maureen Sitterson
    Maureen Sitterson

    Etsy Senior Director, Seller Growth & Retention • 10mo

    At Etsy, core product marketing focuses on the B2C space with buyer-side activities like market research, competitive research, persona development, and being the voice of customer insights. Go-to-market is more structured and typically applies to our B2B side with Etsy sellers. Core product marketing involves leading market and competitive research, developing personas, bringing customer insights to life for teams, and creating frameworks to tackle customer problems. This can seem like more of ...Read More

    879 Views
  3. Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 10mo

    At Google and Gong, the line between core product marketing and go-to-market product marketing is blurry. The inbound work sits more on the product side, while launching, giving shape to ideas, understanding what it is, and positioning messaging is just product marketing. In my time at Google and even at Gong, we don't have a clear distinction between what you're calling core product marketing and go-to-market product marketing. The line is quite blurry, and a lot of the inbound work sits more o ...Read More

    906 Views

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