Hema Thanki

Depending on which part of the funnel you want to segment and whether its for customers or prospects. An often great place to start for customer segmentation is looking at the customer lifecycle, and segmenting based on that -- all the way from onboarding to advocacy. This is of course great for funnel drop off analysis but is also key for tailoring content.

The approach will typically vary depending if the startup is pre or post PMF. Pre-PMF you need to be pretty open to a broad set of workstreams falling under PMM. It will also depend if you have a wider marketing team or not. PMM can often help define what other marketing roles are required. When hiring a PMM team pre-PMF it's first worth thinking about how you're going to structure the team; will it be around product features or workstreams e.g. Competive intel, lifecycle, messaging, etc. or geography. For post-PMF you'll usually want to align closer to the product team.