Ha, organizational design questions are always the fun ones. :)
These types of questions don’t have a right or wrong answer. Each design will
have its pros and cons and it’s all about what you are trying to optimize.
When I started in product marketing at Square, we reported into marketing. Abo...more
It’s a joint decision between product management and product marketing at
Square. In general our PMMs tend to have more ownership here. They will lead
competitive analysis and commission qual/ quant research to inform pricing
That said, from what I observed, when you zoom into the spe...more
* Revenue, P&L ownership.
* Customer discovery. Our PMs and designers tend to lead more qualitative
research while our PMMs tend to lead more quantitative surveys.
* Product strategy. At Square, PM is the ultimate DRI (Directly Responsible
* Pricing and packaging. At Square...more
* It’s a good idea to try internal transfer if you want to transition from PMM
to PM, or vice versa. Learning the craft of a new discipline is not easy. You
are more likely to set yourself up for success if you minimize other
variables like new company, new product, new team.
* Anchor ...more
From the very beginning and throughout the development process.
This is very much related to the previous question. I will try to bring to life
how the process works on the Square teams.
* For any new feature development, we hold a kickoff/ problem alignment with
PM, PMM, Design, Eng and Da...more
Good question. I view product management and product marketing as close partners
since we co-own the strategy and business outcome. Cannot say I have best
practices, rather some guiding principles of how I would like to see us work
1. Involve each other early. I hate the model where t...more
The product manager (PM) decides “what” to build and “when”, and is accountable
for delivering the product or feature that delights customers. The product
marketer (PMM) informs “what” to build, and is accountable for driving the
demand for what has been built.
Both require deep customer and mar...more
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?" ...more
Think about it the other way. PMM is one of the most cross-functional roles in a
company. You are essentially quarterbacking the entire go-to-market efforts. The
leadership qualities required to motivate people who don't report to you is
arguably more challenging than direct people management. Wh...more
Agree with Mike! PMM needs to be part of the roadmap development process. Most companies do annual planning. So you should know where you are taking the product to in the next year. Then, what are the quarterly feature release roadmaps.