Where should Product Marketing belong?

  • 21 December 2021
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Hi all,

 

Often times I’m asked this question and we at Productboard asked this question as well so I wanted to share how we approached it. Perhaps this will be useful to you all as well…

 

The more technical your product, the closer PMM should be to the product management team so if yours is a technical product, have PMM and PM report to the same person/org. If your product is less technical, have PMM report into the more classic marketing organization.

 

Lots of nuance with org design so this guidance may not fit for all. Feedback welcome.


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The more technical your product, the closer PMM should be to the product management team so if yours is a technical product, have PMM and PM report to the same person/org. If your product is less technical, have PMM report into the more classic marketing organization.

 

Lots of nuance with org design so this guidance may not fit for all. Feedback welcome.


I agree with this. 
I think it benefits a PMM to report to a marketing lead when the product isn’t overly technical. This keeps the high-level product benefits tied to a marketable perspective that the PMM can work with, without getting “into the weeds” of the product. Though, as you’ve said, when the product is technical, then you need the PMM to have a firm grasp on the pros and cons, marketable content, and how your product aligns against others in the same space. 

There are always going to be nuances and caveats to product org management. Heck, I think the same can be said about niche markets where the PMM should be closer to a Customer Success/Account Manager to best understand the value of the product that can be marketed based on customer feedback. Marketing and Product Marketing are both wide enough industries and positions that can have more or less overlap with specific teams depending on your organization, your market, and your product.