Scribd Logo
Upload

Welcome to Scribd!

  • Caroline Hynes - Zendesk

    Uploaded by

    Natali
    25 views19 pages
    The document discusses lessons learned about successful partnerships between Product Management (PM) and Product Marketing (PMM). Key points include: 1) Past challenges included unclear roles, lack of alignment on problems to solve, and differing measures of success. 2) Successful partnerships have very clear roles but some flexibility, and both teams are part of communication channels and leadership. 3) Benefits seen include aligned messaging, different product ideas generated, and focus on work rather than roles.

    Original Description:

    Original Title

    5. Caroline Hynes - Zendesk

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document discusses lessons learned about successful partnerships between Product Management (PM) and Product Marketing (PMM). Key points include: 1) Past challenges included unclear roles, lack of alignment on problems to solve, and differing measures of success. 2) Successful partnerships have very clear roles but some flexibility, and both teams are part of communication channels and leadership. 3) Benefits seen include aligned messaging, different product ideas generated, and focus on work rather than roles.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    25 views19 pages

    Caroline Hynes - Zendesk

    Uploaded by

    Natali
    The document discusses lessons learned about successful partnerships between Product Management (PM) and Product Marketing (PMM). Key points include: 1) Past challenges included unclear roles, lack of alignment on problems to solve, and differing measures of success. 2) Successful partnerships have very clear roles but some flexibility, and both teams are part of communication channels and leadership. 3) Benefits seen include aligned messaging, different product ideas generated, and focus on work rather than roles.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 19

    Caroline Hynes

    Director of Product
    @carolinehynes
    What we’ve learned about a
    successful partnership
    between PMM & PM
    PRODUCT TEAM SUPPORTING TEAMS

    Engineering Product Design Products Billing / ITCRM Ent. Data

    Program PMM Biz Ops Security Tech. Alliance Legal

    Localization Documentation Education

    CUSTOMERS
    100s friendly customers
    Advocacy for EAP validation
    Some 1 Unclear roles and responsibilities
    reasons for
    challenges 2 Lack of alignment on problem to be solved
    between
    PM & PMM 3 Measure of success differs
    RANGE OF TASKS

    TACTICAL STRATEGIC TACTICAL

    PRODUCT TEAM
    CUSTOMERS

    Campaigns Roadmap Product & Feature Reqs

    Sales Enablement GTM Planning Prioritisation & Tradeoffs

    Positioning & Messaging Competitive Analysis Team Alignment

    Revenue
    RANGE OF TASKS

    PM SHARED PMM

    ‒ Tech Roadmap ‒ T1 Launches ‒ GTM


    ‒ Feature Prioritisation ‒ T2/T3 Launches ‒ Messaging
    ‒ Feature Development ‒ Customer-facing ‒ Campaign
    ‒ Team Alignment Roadmap Coordination
    ‒ Billing ‒ Monthly Launch Posts ‒ Sales Enablement
    ‒ Security / Compliance ‒ Customer Analysis, ‒ Competitive Analysis
    ‒ Cross Product Segmentation,
    Collaboration Reporting
    “ Only when diverse
    perspectives are included,
    respected, and valued can
    we start to get a full picture
    ”
    of the world . 
    - Brene Brown
    What 1 Very clear roles & responsibilities
    but still room for a little grey area to learn and change
    we’ve tried
    Deliberately part of the Product
    2
    Leadership team

    3 Part of all the communication channels

    What could you do differently to improve the


    relationship?
    Benefits 1
    Aligned messaging on our product up &
    down the organisation
    we’ve seen
    2 Different product ideas being generated

    No time spent talking about “that’s my role”


    3 focus is on the work to be done to build & communicate
    product
    Consider How much time have you invested in your
    Before you PM/PMM relationship?

    go How well understood & agreed are the roles &


    responsibilities?

    Where is the strategic sweet-spot for


    PM/PMM overlap in your organisation?

    Can you create some shared success


    metrics?
    Consider How can you increase alignment & reduce
    Before you handoffs?

    go Identify strengths/weakness/areas of interest,


    regardless of role

    Keep the customer at the heart of everything


    you do
    Thank You
    @carolinehynes

    You might also like