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PMM Functional Roles Index

April 12, 2017

Taking the PMKTG or PMGMT Benchmark Surveys?

The following definitions should help out as you select the functional ownership for activities that appear in the PMM model. 

CHANNEL MARKETING: Responsible for channel marketing strategy and execution. Help to find new partners, create demand either for or in conjunction with partners, and enable these partners to sell more successfully. View the job description

CORPORATE COMMUNICATIONS: Responsible for leading the organization's internal and external communications strategy and execution, inclusive of public relations, analyst relations, influencer relations, investor relations, community relations, employee relations and customer communications. View the job description

FIELD MARKETING: Responsible for planning, organizing and executing programs that generate new prospects and advance existing opportunities for the sales team, executing programs at global, regional, country or local territory level. View the job description

INTEGRATED MARKETING: Responsible for designing and orchestrating multi-touch demand creation programs that leverage inbound and outbound tactics. Operates in large organizations as a shared service. View the job description

MARKET INTELLIGENCE: Responsible for market intelligence, competitive intelligence and customer intelligence programs with both internal and external partners/resources. View the job description

MARKETING COMMUNICATIONS: Responsible for shaping the organization's brand and digital presence, inclusive of functions such as brand strategy, advertising, content strategy and operations, social media strategy and operations, shared service creative functions, and digital/search strategy and execution.

MARKETING OPERATIONS: Responsible for marketing-related reporting and analytics, process building/refinement, planning and budgeting, and marketing technology. View the job description

PORTFOLIO MARKETING: Responsible for telling the story about a product or service, creating content and driving awareness and demand for a product or service; includes product, solution and services marketing roles.

PRODUCT DEVELOPMENT: Responsible for the construction of the product itself from a physical or technical perspective.

PRODUCT MANAGEMENT: Responsible for the commercial success of a product, overseeing it from inception/ideation through design, build, launch and lifecycle management. View the job description

SALES ENABLEMENT: Responsible for the development and management of sales certification, content and communication to increase the productivity of a sales rep. View the job description

SALES OPERATIONS: Responsible for the development and governance of sales processes, analysis and technology that drive efficiency across a variety of roles within a b-to-b sales organization. View the job description

USER EXPERIENCE: Responsible for the experience of using the product, especially its ease of use.  Translates required product capabilities into a design that determines how users will interact with the product

SALES, DIRECT OR INDIRECT: Responsible for selling the product, service or solution directly to customers; includes direct sales representatives, frontline managers and indirect sales managers.