Should Product Managers and Product Marketing Managers be separate roles or one? In this episode of The Product Porch, we break down their key differences, where they overlap, and how organizations define their responsibilities.
We share real-world examples—including how Airbnb structures these roles—and tackle big questions like: Who owns the buying journey? Where should PMMs report? And how does role clarity drive product success? With fun analogies and practical insights, this episode will help you collaborate more effectively and navigate this ongoing debate.
[2:00] The Big Question
Should we have two separate roles—the Product Manager and the Product Marketing Manager?
[2:30] Defining the PM Role
Product Managers connect customer values to business outcomes.
[3:20] Defining the PMM Role
Product Marketing Managers focus on awareness, messaging, and proof points.
[5:00] Wearing Both Hats
Joe shares his experience working with a dedicated PMM role vs. managing both the PM and PMM responsibilities himself.
[8:15] How Airbnb Does It
A look at how Airbnb structures the PM and PMM roles.
[9:30] Office Space Moment
Todd’s I have people skills reference sparks a discussion on communication in both roles.
[10:20] PMM as Execution?
Are Product Marketing Managers seen as tactical executors rather than strategic partners?
[11:00] The Role of Personas
Ryan shares his perspective on how personas shape PM and PMM responsibilities.
[12:42] Todd’s Cinnabon Confession
A side tangent on Todd’s unexpected connection to Cinnabon.
[16:00] Role Accountability
Why defining clear responsibilities helps delineate the PM and PMM roles.
[18:30] Wizard of Oz Analogy
How Dorothy, the Tin Man, the Lion, and the Scarecrow represent a well-balanced product team.
[20:19] Splitting the Roles
Ryan shares his experience during a past company transformation when the PM role was split.
[21:23] Reporting Structure Debate
Does it matter where the PMM role reports within an organization?
[22:45] Marketing vs. Product Outcomes
Do Product Marketing Managers lose sight of product outcomes when reporting to marketing?
[24:00] Measuring Success
Defining the right success metrics for both the PM role and PMM role.
[26:24] Who Owns It Game
Ryan leads a fun round of Who Owns It—PM or PMM?
[31:00] Sales Enablement Ownership
Who should train the sales team on new products?
[33:00] The Buying Journey Debate
Todd argues that the PMM role should own the buying journey.
[36:10] GTM Strategy
Are Product Marketing Managers truly empowered to lead go-to-market strategy?
[38:23] Key Takeaways
Clear role definition is critical for strong team collaboration and product success.
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