At smaller companies, DG/Growth and Product Marketing are typically the same team (or person!), and the two functions should try to work just as closely together as companies grow. The hub of this collaboration is campaign ideation and design. As the teams formulate their GTM hypotheses ("campaigns"), both functions contribute their knowledge and information. Who brings what information is typically where the delineation happens:
- In a past life as a Demand Marketer, we were experts on in-channel performance and pipeline metrics. We also added qualitative insight from our execution channels like social post comments, email replies, etc. Generally we were also more familiar with what spend levels and allocations might be required.
- As a Product Marketer we contribute very different information. Generally, our Product Marketers have a higher level view of financial performance for different product and vertical segments. Product Marketers bring with them deeper knowledge of our offerings, what makes them different from competitors, and why a target audience should care.
One peculiarity that keeps this motion from being a truly linear handoff is the need for feedback loops. Again, at its core, a campaign is really a GTM hypothesis, so we constantly measure and adjust. The delineation of responsibilities here typically depends on the source of that feedback. Similar to campaign planning, DG/Growth will bring feedback from the GTM channels. Product Marketing is more likely to own Win/Loss Interviews (potentially in collaboration with Product).