“Location, location, location” is not just a mantra for real estate agents – it also applies to b-to-b org charts. One of the most common questions we get on product marketing functional design is “Where should the product marketing function report?” This quandary is usually expressed as a territorial battle between marketing and product management leaders.
Let’s start with the answer to this question: The product marketing function should report into marketing, under the direction of the CMO. That is the ideal reporting structure given product marketing’s core disciplines, required skill sets and cross-functional interlock. There are often understandable objections to this response, especially in engineering- and R&D-driven b-to-b organizations. However, this reporting structure is a best practice for many reasons that go beyond the fact that the word “marketing” is in the functional title:
Remember that where product marketing reports is not about one function winning over the other. It’s about doing the right thing for the organization and ensuring go-to-market alignment to business goals and objectives. To gain a better understanding of how product marketing can effectively interlock with other functions (regardless of reporting structure), clients of SiriusDecisions’ Portfolio Marketing service can download the full report on Defining a Responsibility Assignment (RACI) Matrix for the PMM Model. Non-clients can access summary details by downloading the SiriusDecisions Product Marketing and Management Model Overview.
Christina McKeon is the Service Director of Portfolio Marketing at SiriusDecisions. She has more than 20 years of experience in product and solution marketing, sales enablement, demand generation and social media. Follow Christina on Twitter at @ChristinaMcKeon.