Building a Product Marketing Team

What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?
Should PMMs be split into products, Regions, Projects, Teams, A mixture?
5 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsApril 14
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......Read More
1559 Views
5 Answers
Jam Khan
Jam Khan
ZoomInfo SVP Product MarketingJuly 20
There are few things i'd look at based on the rhythm of the business. How fast is the business growing? How fast is the organization innovating, and how fast is the sales team growing. How many product managers are there (the PM to PMM ratio should be at least 4:1).  How often are there launch......Read More
694 Views
6 Answers
Katherine Kelly
Katherine Kelly
Benchling Head of Product MarketingMay 18
I've pretty much been consistently hiring for the last several years. I almost always have that "I'm hiring" thing on my LinkedIn (It's there right now!!) Here are a few tips: * Be transparent - if you like a candidate, tell them straight up and tell them where you are in the process. ask the......Read More
560 Views
4 Answers
Tiffany Tooley
Tiffany Tooley
HubSpot Head Of Product MarketingMarch 8
I'd say there are 3 things to keep in mind as a new PMM:  1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a spri......Read More
827 Views
How is your Product Marketing team structured?
By product line, segment, function or by objective (ie. revenue retention, product engagement, etc?
11 Answers
Mike Polner
Mike Polner
Discord Head of MarketingDecember 12
Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :)  In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More
2412 Views
Does your product marketing team have a Commercialization Manager in the group?
Curious how this role is distributed/defined inside different companies.
1 Answer
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingNovember 29

I don’t know what that is, so... no (?) 😂

529 Views
1 Answer
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingNovember 29
Develop as in... "grow"? Well, that Non negotiable: leaders help their team grow  :) People learn and grow with new experiences. I like doing that by giving people stretch goals, have a quarterly growth check-in, and assign major/ minor projects (90/10). Plus do a monthly lunch n learn with t......Read More
495 Views
1 Answer
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingNovember 29
While I love this question, I also think that a PMM dashboard has to mirror the company business dashboard! PMM influences every aspect of the business. As such, the PMM OKRs have to map the big strategic initiatives of your company. Metrics I like to see on such a dash: * Category Awaren......Read More
543 Views
22 Answers
Carrie Zhang
Carrie Zhang
Square Product LeadJune 29
Any interviews with me will involve a case - real world, but sanitized case questions like "you are the PMM for xyz product and your subscriber growth has slowed down [insert whatever metrics, scenarios] in the last 2 quarters. You need to get it back on track. What would you do to tackle this?" ......Read More
4935 Views
5 Answers
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingSeptember 7
It depends on seniority level of hire, but typically I look for experience in a customer-centric role: marketing or customer success in SaaS (B2B a plus). Key attributes for me are: detail oriented/technical prowess, storytelling/written abilities, empathy, collaborative, curious, systems mindset......Read More
790 Views