Transformed

CHAPTER 23Partnering with Product Marketing

One of the closest partners for product teams is your associated product marketing manager (PMM). It's not hard to see why establishing an effective partnership between product and product marketing is key to the product model working well.

In a few companies, the product team will be fortunate enough to be paired with a PMM (dedicated just to the product team), but in most cases, multiple product teams will share one or more PMMs. This is simply because it rarely makes sense to organize product marketing in the same way you structure your team topologies. Whether you have a dedicated PMM, or whether you share one or more PMMs, the product manager will want to reach out and establish the necessary relationship(s).

The nature and frequency of your interactions will range based on what you're working on at the moment, but there are quite a few different interactions where you'll need to collaborate.

While most people have at least an intuitive sense of the interactions with product marketing, many are surprised to see the depth and power of a strong and effective collaboration.

Here's what you strive for in the product model.

Market Understanding and Competitive Analysis

As product teams work to understand different markets, the PMM is a key resource with access to industry analysts, market insights, competitive research, and more. Moreover, as you learn about new competitors and new technologies, this information is shared between ...