What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?

I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company. I do think you can ask the following questions to get enough data to make good judgement call on this: 1. Do you have one or more products? And if more than one product, do each have their own distinct bu ...Read More

When working in an Enterprise company's Product Marketing team, it is important to have a clear understanding of how to split up responsibilities. One approach is to divide PMMs (Product Marketing Managers) based on the products they handle. This allows each PMM to focus solely on their product and become an expert in it. Another approach is to split PMMs based on regions. This can be useful if the company operates in multiple regions and requires localized marketing efforts. Alternatively, PMMs ...Read More

It depends on a few different factors:  How big is the PMM team?  How are other teams (sales and product) organized? What are the most important business needs and priorities? What are your team members good at (if they have already been hired)? Something else to consider is how you want to balance the type of work individuals on the team are doing. For example, many people enjoy having one or two areas of "expertise" where they are owning a project or program and can demonstrate progress over t ...Read More

I've always structured my PMM teams around customer segments/audiences (a "buyer back" approach), which is an outside-in vs. an inside-out view that better aligns to sales and is less subject to product-first, inside-the-building myopia. This structure forces your teams to take a customer view first - what problems am I trying to solve? what are my goals? what am I doing today and what's lacking? - that will provide useful guardrails for messaging, launches and campaign design. Also, this also e ...Read More