What team structures have you explored, and which do you recommend?
When building a new PMM team, how would you think about structuring the team when product-alignment isn't a clear cut answer (ie, our platform isn't ready for distinct ownership of feature sets)?
1 Answer
Eightfold VP, Product Marketing • March 8
Two dimensions to think about: product and operational.
PMMs need to be aligned to persona solutions. If the product set only has one key buyer there may be opportunities to break down by user personas or level two buyers.
If that's still challenging I would suggest thinking about operational or functional alignment.
For example:
- Messaging PMM (FCD, website, PR)
- Technical PMM (demos builds, videos, release marketing)
- Events PMM
- Enablement/GTM PMM (leads sales enablement strategy or supports GTM for a specific segment or industry)
PMM team structure nirvana is having a mixture of all of the above. At the end of the day, it's largely driven by the needs of the business.
2210 Views

Related Ask Me Anything Sessions

Zendesk Group Product Marketing Manager - AI, Claire Peracchio on Product Marketing Career Path
May 20 @ 10:00AM PST

Timescale Head of Product Marketing, Hien Phan on Developing Your Product Marketing Career

Eventbrite Global Head of Marketplace Marketing, Yify Zhang on Develping Your Product Marketing Career
Top Product Marketing Mentors

Jeffrey Vocell
Panorama Education Head of Product Marketing

Kevin Garcia
Anthropic Product Marketing Leader

April Rassa
Clari VP, Solutions Marketing

Alissa Lydon
Dovetail Head of Product Marketing

Marcus Andrews
Pendo Sr. Director of Product Marketing

Leah Brite
Gusto Head of Product Marketing, Benefits

Jackie Palmer
ActiveCampaign VP Product Marketing

Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud

Susan "Spark" Park
Pinterest Director of Product Marketing

Jane Reynolds
Match Group Director of Product & Brand Marketing, Match Group North America