Who owns messaging and positioning in a product marketing org?
Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?
4 Answers
Monte Carlo Vice President Product Marketing • 5y
With a team of two product marketers, I'd opt for collaboration. Why? Well, product marketing teams are small, but collaboration is how we make 1+1 = 3. Differentiating y...
2593 Views
Fivetran VP Product & Portfolio Marketing • 4y
At Fivetran, product marketing owns it. One of the main reasons is because our buyers and users are very technical folks who are turned off by fluffy marketing. As a resu...
414 Views
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ServiceNow VP, Product Marketing - CRM • 2y
I'd ask: What is you most significant marketing effort where you have to align on messaging and positioning? Is it your website? Is it sales kickoff? Is it a brand campai...
1068 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
I would first define ownership of each product marketer - whether that is by product, solution, vertical, etc. depending on your business and market. I would then work o...
395 Views
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