The Best Way for Product Marketing and Product Management to Work Together

Appreciate your feedback as it will inform a future longform article on this topic...

Hi. Thanks for checking this out. I am currently working on a longform article on best practices for how Product Marketing and Product Management work together. I could use your help! I would really love some feedback, best practices and any real-world experiences you’d be willing to share. Please post your thoughts in the comments or feel free to send me through LinkedIn if you’d rather keep private. Appreciate the help!

My thesis? Most PM-PMM collaborations are broken by what I call the “Relay Model”. In this approach, Product Management creates the roadmap, builds some stuff and hands off to the Product Marketer to bring to market. Instead, what if PM and PMM came together to discuss positioning and product strategy and then crafted a roadmap together? What if the two teams worked hand in hand on a launch strategy to capture value? Of course, folks could break off to execute on the tactical work as needed. I call this model “Convergence Divergence Model” and I think it works better.

But what do you think? Is this something that’s truly a problem in most orgs? If so, what’s a better model? What have you seen work for healthy PM-PMM working relationships that drive organizational value? Your feedback will inform a future longform article on this topic. Thanks!