What factors should you consider when building out a team and allocating products in portfolio?
I am restructuring my team of three and we look after a portfolio of 7 products (4 proactive, 3 reactive). I am the team lead and I have 2 more junior-mid level PMMs.
Sean Lauer
Instruqt VP of Marketing • June 26
When setting up a PMM team consider:
Who is the product for and is it a single use case or multiple audience’s
Do you need deep technical knowledge to understand and market the product
The product management team structure
The sales team (or lack thereof)
The current and future marketing functions in the company
What drives the product growth, is it sales, marketing, the product itself or a combination of these, Product-Led Growth (PLG) or Sales-Led Growth (SLG)
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Related Questions
What cross functional KPIs do you leverage for alignment between product marketing, product, sales and customer success?How do you manage the product management process end-to-end from engineering, technical product management to product marketing to marketing to sales? What KPI's do you set and track for your product marketing team?How do you think about building influence to map your charter to the broader goals?If you have dedicated Competitive Intelligence members of your team, do they align under the Sales, Marketing or Product team? How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below?
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2) PMM with CSM
3) PMM with Marketing
4) PMM with Product