Albert Qian

This is always a tough one, because multiple products means multiple use cases and multiple lines of positioning. If anything, I think of creating positioning and messaging that wraps around the entire product so you can go to market in a unified manner, and then look at messaging and positioning for individual modules to fit the use cases that your product team has identified as most useful.

I think of PMM and PR/Comms as a different flavor of the overall marketing/communications strategy. Just like in PMM where you think of personas for buyers, how/what/where you communicate also differs in the marketing path. Consider that what you say on social media varies from what you say in your performance marketing campaigns, blogs, websites, and field marketing events. You have different people for those roles, right? It's no different between PR/Comms and PMM. PR/Comms is towards a more publicity, attention, analyst, and general public driven audience while PMM focuses on helping sellers sell and buyers understand what they are buying once they get through the door. It doesn't go without to say that the two don't work together. It's essential that they do, yet at the end of the day the two hit different audiences.