The State of Product Marketing 2020 survey shows that of product marketers surveyed, 62% sit within the marketing team. Around 17% are in a set product team, while 12% report directly to a CEO showing how important it is to some organizations.
For new businesses, it makes sense to have product marketing as part of the core marketing team. The focus will be on acquiring customers with the product marketing manager vital to the messaging and positioning of campaigns. They know how to sell the products and evangelize them amongst the marketing team to get the most out of the acquisition.
Small businesses may only have one person in control of product marketing, but larger organizations may be able to afford several different roles. As an example, the product marketing strategy’s responsibilities could be split into defined job positions such as a Content Marketing Manager, Pricing and Promotion Manager, Product Marketing Executive, and Head of Product Marketing. In a large-scale enterprise, there can be multiple product marketers who are responsible for different product strategies. There are a few ways in which you can organize the product marketing team within the business.