Building a Product Marketing Team
5 Answers
How do you prepare yourself to become a Product Marketing Director and manage a team, without any experience managing anyone previously?
I'm on my 5th year of product marketing in my career, with another 5 years before that in general demand gen at very small companies. I've had management experience in the past, but not in a Product Marketing role. Often times in smaller companies, there will be 1 or 2 PMMs, usually in a very flat hierarchy, or a single boss, with no room to really move up a proverbial ladder and into management experience. So what are ways that I can prepare myself now, so that if the time comes to apply for a Director position (either internally or at another company) that I can be considered even without recent people management experience? Are there any courses for this that are highly regarded in the management arena?
9 Answers
For products that serve both B2B and B2C, how do you bring about a differentiation between their B2B and B2C Product Marketing since there might be a lot of overlap of Personas and JTBD (Jobs to Be Done) across both?
As a product marketer how would they tell the story to both sides of the coin, where it's the same user but their JTBD has changed.
3 Answers
Who on your marketing team writes product marketing content, e.g., ads, one-pagers, web pages, etc and who is involved in the approval process?
My company has brand marketing/demand gen copywriters and product marketing managers, but we still go back and forth over who should be responsible for the product marketing content. The process becomes ineffecient with a lot of back and forth to nail the messaging.
1 Answer
What advice would you give a junior product marketing manager who is the first product marketing hire?
I don't want to just be a launch project manager or a new releases copywriter.
11 Answers
What factors should you consider when building out a team and allocating products in portfolio?
I am restructuring my team of three and we look after a portfolio of 7 products (4 proactive, 3 reactive). I am the team lead and I have 2 more junior-mid level PMMs.
1 Answer
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
19 Answers
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
15 Answers
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
9 Answers
How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved
4 Answers
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
Does your product marketing team have a Commercialization Manager in the group?
Curious how this role is distributed/defined inside different companies.
1 Answer