How have you scaled and organized your product marketing team? ( by function, product line etc.) What works and what downsides have you experienced?

In earlier stage companies, small teams of generalists tend to drive great results with their expansive understanding that comes from being in the weeds of product alignment, customer insight, research, and campaign execution and sales enablement. As the company grows, and progresses into multi-product, that starts to break down as teams get bigger and the work becomes more specialized.

1. Initial Phase (Small Team):

   • Structure: Generalists who handle multiple functions, such as market research, content creation, and sales enablement.

   • Focus: Building foundational marketing strategies, establishing brand messaging, and supporting product launches.

2. Growth Phase (Medium Team):

   • Structure: Specialists for key functions like market analysis, product positioning, and campaign management.

   • Focus: Developing detailed market segmentation, optimizing go-to-market strategies, and enhancing sales support.

3. Mature Phase (Large Team):

   • Structure: Organize by product lines or customer segments with dedicated product marketing managers for each line or segment.

   • Focus: Deep expertise in each product line, tailored marketing strategies, and robust cross-functional collaboration.