Product marketing managers (PMMs) play a vital role in translating market insights into product requirements and overseeing product launches. Software companies with the highest proportion of product marketing managers to product managers have more revenue growth than peers with lower ratios, partner Martin Harrysson and coauthors find. PMMs are positioned to translate between the product development and go-to-market teams—aligning the product’s value proposition with market priorities, developing and executing go-to-market strategies, and tracking key metrics to assess product performance.
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A loop of seven circles connected to each other and to a central circle represents an illustrative software company’s commercial-team structure and responsibilities. The center circle is the product marketing manager, surrounded by the groups that make up the product development and go-to-market teams. The product development team contains the product manager, developers and designers, and the customer support team. The go-to-market team contains the sales manager, sales engineer, customer success team, and marketing, communications, and PR team.
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To read the article, see "The growing importance of software product marketing managers," May 23, 2024.