What has worked well (or not) when positioning your product marketing team within a larger marketing org?
Consumer Product MarketingProduct Marketing Career PathBuilding a Product Marketing TeamEstablishing Product MarketingStakeholder Management
11 Answers
Arrived Head of Product Marketing | Formerly Shopify, Square (Block), Sprout Social • 6y
This is a great question. A fair amount has been written about where Product Marketing should exist within the broader company structure—just Google "where should Product...
2553 Views
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 6y
Love this question and something I had to do a ton when I first got to Eats and everybody was like - hold on, what is Product Marketing? I talk a lot about internal mar...
2037 Views
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AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 5y
Product marketing's biggest challenge (no matter anywhere I go) is defining the scope and sticking to it. Anything under the sun that is not Demand Gen or SEO tends to be...
1000 Views
Gem VP of Marketing & Partnerships | Formerly Mixpanel, Slack, BlueJeans, Cisco • 5y
I’ve found that most companies want the most capable people doing the most important work. If you prove your value as a PMM by making the team and company successful, big...
867 Views
Moloco Product Marketing Director • 2y
I use a simple metaphor. If the product team is supposed to know their product inside and out, the product marketing team is supposed to know their customer/member/consum...
674 Views
ServiceNow VP, Product Marketing - CRM • 2y
what works?-knowing the customer/buyer better than any other mktg function-aligning each team member to one of the following: 1) buyer persona, 2) product, 3) channel.-ge...
1223 Views
Honeycomb.io VP Product Marketing | Formerly Mparticle • 6y
Within a large marketing team I have always positioned the Product Marketing team as the experts who are the go-to people for any product question and I make sure we inde...
845 Views
Adyen Vice President of Product Marketing | Formerly TomTom ,Backbase • 3y
Define (with your team) a short, memorable mission statement. Create a short slide deck that introduce your team, its mission, what you stand for, and some of the work y...
286 Views
Square Product Lead • 8y
Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relati...
5483 Views
Career & Leadership Coach/ Former Director, Product Marketing • 4y
Being clear about what PMM's role and mission is, and ensuring other marketing leaders understand what your team does and doesn't do. Have open discussions about where t...
613 Views
Marketing Strategy Consultant • 3y
Great question. Yes, been there & struggled there before. Think ultimately the more you can make product marketing a group of strategic thinkers and enablement gurus ...
394 Views
Related Questions
When you have a product marketing team and a marketing team how do you draw the line internally? In a large company, how can you ensure you are making an impact in your role as a product marketer?What are the SaaS you think is doing product marketing exceptionally well globally and it's competitors and also please explain how is the one able to stay ahead than the rest?If you have dedicated Competitive Intelligence members of your team, do they align under the Sales, Marketing or Product team? Can you differentiate between a Product Marketing Manager and Senior PMM?How do you work with stubborn sales leaders who go with their own messaging and positioning, rather than collaborating with the rest of the org?