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...
2595 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...
416 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...
1070 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...
397 Views
Related Questions
How do you define messaging at your company?How do you get alignment across the org in the story and messaging? How do you validate your messaging and positioning once you've already finalized them?How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?How do you operationalize messaging so it works for all go-to-market teams?How do you drive alignment across the exec team on messaging