This is a question I get a LOT. Everyone wants to know whats the idea PMM team structure. The short answer is there isn't one.
Firstly, the role of a PMM looks different in every company. Secondly, the role of a PMM is not static. The role should evolve based on business priorities. So while you may structure the team a particular way today, know that you might need to change that structure a year from now if your priorities shift, especially at a start-up where things change quickly. Here are a few things to keep in mind though:
- Look at the ratio of PM to PMM as a starting point, especially if you have a product-led organization. You want to keep this ratio as small as possible because if you have multiple products and launches to manage, you will need more PMMs to help manage them.
- If your priority is more sales-led then try to focus your team on either personas or GTM segments. For example, if you sell into different verticals, you might also want to think about how you divide vertical expertise within the team.
- Another approach is to structure a team based on functional areas: Sales-enablement, competitive intel, product launches, etc. This is not my favorite tBH but I've seen people do this. I believe this pigeonholes your team and leaves no room for their growth.
- A hybrid approach is also ideal for small teams. You want to build a matrix of priorities and then divide them amongst the team but make sure you have clear swim lanes and that each person has ownership of a certain area. This will help career growth, give you a more well-rounded team and it makes it easy for people to move around and work on different, interesting projects.
Currently, my PMM team is structured on the different parts of our platform because that's where I need my team to be focused. Additionally, I also own content strategy so we have that role on our team - since that person is a hybrid for marketing and product content. (Lots of open roles on my team if you are interested, reach out :) )