We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.

This depends heavily on the make-up of your company and your product portfolio. Early on, I thought of our team as product marketing generalists. Each PMM covered a wide range of responsibilites tied to the commercialization of our product straetgy including: core product positioning, product launches and release management, various sales enablement efforts, assisting with in-app copywriting, executing internal product enablement (technical trainings, demo environment, etc.). Over time, we began ...Read More

Great question! Sounds like your team is really prioritizing the awareness and consideration phase of your buyer's journey, so you're optimizing for product intel, launches and then sales enablement/support. I think one other area to consider, which may be in your launch team's remit, is buyer enablement and customer stories/proof, so the experience and content you're creating to help your buyers quickly and confidently make decisions. Outside of that, I'd recommend you have a good partnership w ...Read More

Structuring a product marketing team is unique to every business. You could start by asking questions like:  What are the business metrics that the organization needs to drive and how can your product marketing team contribute to those top line goals? I like tying product marketing to topline business goals because it's easier to point directly to impact that the organization care most about.  What are the key outcomes and objectives for our team and what are the intiatives, roles, and responsib ...Read More

A team of three needs to be really agile and nimble. At the same time if you don't really prioritize you're going to risk burn out and poor quality work. For a team this size I would prioritize sales needs above all else. You probably want three areas of focus: 1. positioning and competition: who do we sell to, what value we create, why people should care, what alternatives they seek 2. messaging: who buys from us, what better future can we promise them, how can we prove our ability to deliver o ...Read More

Refer to my answer for this other question here (link) For a team of 3, I can suggest some frameworks to use-  Do you have multiple products and can 3 people own 3 product GTMs?  Do you have a team where there are different strengths and are you able align people by functional expertise? For example: Could you have one person lead company messaging, positioning; one lead product launches and enablement and the other can own solutions or programs/pricing? Do you have different GTM motions - Enter ...Read More

What I would do here is to partner with your manager and key stakeholders to understand the top 3-5 problems the business needs your Product Marketing to solve. Basedo on the responses you receive, ensure you have people in the right roles to solve these concerns.  While there are general roles & responsibilities (e.g. Launch Management) that fall to Product Marketing, your aim is to ensure you're team is solving problems for the ubsiness. In your case, if Sales Enablement, Product Launches, ...Read More

It all depends on what gaps need to be filled in your company.  Is there a need for sales materials, marketing strategy, customer sucess and retention, or do you need to go upmarket and dive into mending relationships with analysts? Across the product marketing team there needs to be four key skills:  Messaging & Positioning GTM Strategy & Orchestration  Field Alignment  Product Alignment With that being said, you can split up, depending on your approach.  Product Marketer 1 Positioning ...Read More

Well, the way you have it broke down, you seem to be describing a great researcher, a great engineer and a great writer. Three very different, equally important skillsets.  This is just my opinion, but there is another significant difference between the three, and one that is probably overlooked wayyyyy too often when hiring: how process-oriented one must be to succeed. Launches, for example, are probably best handled by someone who thrives on process. Insights is likely somewhere in the middle, ...Read More