Build a product marketing team

Build a product marketing team

1. Define the role and duties of a product marketer within your organization.

For example: understanding the market, your customers, their pain points and behaviors, and their connection to your company’s products.

2. Begin recruiting your first product marketer by setting the job description and posting on relevant job boards and marketing communities.

3. Use a two-session interview process with your candidates that includes a verbal interview and a presentation to ensure their skills fit your organizational needs.

4. Hire your first product marketer to produce what your organization urgently needs.

For example, you might need to develop and execute the initial product positioning and messaging, and analyze existing products.

5. Grow your product marketing team as you expand your product list, with each product marketer focusing on a specific product segment.

6. Organize your product marketing team by functions, segments, or assets produced.

7. Define your product marketing team KPIs.

8. Evaluate the team at least once a year with the defined KPIs, hiring new people when KPIs indicate your team is reaching capacity or needs a more diverse skill set.

9. As the team grows, pick your team lead and allow the lead to further grow the team.