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 relationship building and collaboration in 3 areas:
- Product (development) team. At Square PMMs are embedded within the product teams so this is technically our home. Where we add value is bringing in the customers' voice when it comes to product strategy and roadmap. My team does a lot of work visiting customers, conducting qual/ quant research, collecting feedback from Sales, Account Management, Support, through our FB, Seller Community. This allows us to bring a strong customer perspective and have a seat at the table for product strategy and roadmap discussions.
- Marketing and sales channels. Help them do their jobs better. This includes having a clear point of view on where subscribers and growth are going to come from and guiding (but not directing) how they should be thinking about their tactical plans. For example, clear customer insights help paid marketing team develop better media plans; product proof points help content team write better content articles; sale collaterals/ training help Sales close more deals.
- Creative team. At Square we have an awesome in-house creative team. Just write kick ass creative briefs and inspire them!