I go back to ensuring that the team structure is aligned to business objectives and associated KPIs. My company does have aggressive sales, customer satisfaction, and product adoption metrics (spans across the board) so I like to structure the team accordingly.
I'll use a buyer journey framework to illustrate my ideal state team structure given these objectives (moving from top to bottom of funnel):
- Content Marketer: Focuses on creating top of funnel assets to drive demand & support category creation
- Technical PMM: Partners with our platform and alliances team to create mid-funnel assets and target a new persona, drive new business
- PMM - Core and Launches: Subject matter expert of our main product, focusing on quarterly and ongoing product releases, drive activation
- PMM - Add-ons: Subject matter expert of a group of add-on products, drive attach rate and category creation
- Product Marketing associate/analyst: Support across to gain experience/ownership, build data-driven muscle
Other roles not technically PMM, but on team:
- Customer marketer
- Lifecycle marketer
- Advocacy & community manager
- Marketing designer 1
- Marketing designer 2