The following post was written by RJ Gazarek, Senior Product Marketing Manager at Veracode. RJ has ten years of experience in Marketing, with the last five heavily focused on Product Marketing. With a passion in Psychology, a background in Technology, and a career in Marketing, he brings a unique perspective to the world of PMM. And when he’s not in the office, writing articles, or outside running - he can be found zoning out to his favorite video games.
No two companies are identical in the roles and responsibility breakdown between Corporate Marketing and Product Marketing. I’d like to share with you one way I’ve seen this work successfully, and hope you can take this as a starting point to find success for you and your team. What I encourage you to remember, as with any guide, there is no “silver bullet”; you should always take these best practices and mold them to what works best for the people on your team. Additionally, I’m defining Corporate Marketing as an umbrella term for all non-product marketing functions such as Demand Generation, Content Marketing, Public Relations, Communications, and Campaign Planning (to name a few).
If you take ONE thing away, please let it be this: Trust and respect your peers on their teams to fully own what they are responsible for. Rely on them to do their job, do it well, and then leverage what they bring to the table so that you can focus on what you are good at. Look to them, lean on them, and have them fulfill their end of the bargain. And, make sure you’re doing the same.