Thanks for having me! This was fun to write. I'm sure horizontal product marketing will continue to evolve and present new and exciting challenges to dive into in the future!
This was a very good one, Briana. I liked the tactics of keeping an eye on other use cases by using inbound marketing. I can relate. We started to focus on three verticals. Do you think that three verticals are still too much? Should each vertical has its own product marketer and sales team? These are still questions we have in mind.
Three seems manageable to me, but a lot depends on your organization size and what you are trying to do. For example, is a PMM spending 8 hours a day, 5 days a week on one vertical and still doesn’t have enough time to do everything? Then you will need more to make sure all get covered adequately. Also to consider: is there subject matter overlap between your verticals? If so it’s easier for a PMM to cover multiple.
It’s ideal to have at least one sales person focused on each target vertical, but in my experience a product marketer can cover three verticals as you scale. As you grow your marketing team though I would definitely think about having each PMM focus on one vertical.
Thanks for having me! This was fun to write. I'm sure horizontal product marketing will continue to evolve and present new and exciting challenges to dive into in the future!
This was a very good one, Briana. I liked the tactics of keeping an eye on other use cases by using inbound marketing. I can relate. We started to focus on three verticals. Do you think that three verticals are still too much? Should each vertical has its own product marketer and sales team? These are still questions we have in mind.
Three seems manageable to me, but a lot depends on your organization size and what you are trying to do. For example, is a PMM spending 8 hours a day, 5 days a week on one vertical and still doesn’t have enough time to do everything? Then you will need more to make sure all get covered adequately. Also to consider: is there subject matter overlap between your verticals? If so it’s easier for a PMM to cover multiple.
It’s ideal to have at least one sales person focused on each target vertical, but in my experience a product marketer can cover three verticals as you scale. As you grow your marketing team though I would definitely think about having each PMM focus on one vertical.
Thank you for your answer, Briana. 🙏
This is a great one, love this topic Briana!