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SMM Functional Roles Index

July 26, 2014

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

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.

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

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

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. 

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

INDUSTRY MARKETING: Responsible for developing the industry marketing stategy and  telling a story about an organization's capabilities with regard to a particular vertical or sub-vertical segment. View the job description

PRODUCT OR SERVICES 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

PRACTICE DIRECTOR: Responsible for directing business operations and resources of a given service/practice line, practice directors focus on developing the service portfolio managing how it is delivered, utilization oversight of the SMEs who deliver the service, and profit and loss responsibility for the practice.

PRODUCT OR SERVICES MARKETING: Responsible for telling the story about a product or service, creating content and driving awareness and demand for the product or service. View the job description

SALES ENABLEMENT: Responsible for the development and dissemination of selling tools (e.g. sales playbooks, value actualization tools), collateral and training to drive incremental rep productivity. View the job description

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

SOLUTION MARKETING: Responsible for creating the solution strategy and architecture. Coordinates a variety of marketing resources to drive awareness and demand for a solution. View the job description

SOLUTIONS MANAGEMENT: Responsible for the overall commercial success of a solution, overseeing it from inception/ideation through design, build, launch and growth/enhancement. View the job description

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

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