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When organizing a product marketing function, what key capabilities are required vs nice to have?

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2 Answers
Go-To-Market Strategy Launch Channels Launch Strategy
  1. Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 1y

    Everything is anchored in storytelling and positioning; without that, your product marketing function will be lacking, so that is step one. But other fundamental functions must be prioritized - here are my top 5: Storytelling, positioning, and messaging are the heart of PMM. Without strong storytelling, everything below will suffer. Product Launches: You need someone to own the launch story and strategy behind how products and features go to market. This includes your internal stakeholders, cust ...Read More

    18,125 Views
  2. Dave Steer
    Dave Steer

    Webflow Chief Marketing Officer • 3y

    Part of what makes Product Marketing such an exciting (and sometimes complicated) function is that it can have a wide array of capabilities. The exact capabilities will vary by team and company size, as well as the stage of the company and the business, product, and GTM strategy.  Still, I’ve found it helpful to have a foundational set of capabilities that I build product marketing teams towards. On my team, we talk about the fact that we don’t expect everyone to be expert in all of these capabi ...Read More

    1,635 Views

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