State of Product Marketing report 2023 Roles, “Zi昀氀ow makes software for creative and marketing operations managers, so responsibilities, the structure of our organization is a bit different than most. “One of my peers is our in-house creative ops person, and we have a and team dedicated team of visual, video, UX, and motion graphics designers. infrastructure “As a result, product marketing doesn’t really need to own “how it looks”, only “how it appeals to a customer”. My team not only owns PMM-related activities (customer marketing, sales enablement, product launches, etc), but also broader content strategy (content marketing, social media management, long-form deliverables, etc). “This gives us the opportunity to have end-to-end alignment from product management down through to the blog through to the LinkedIn posts all the way to the sales and customer success teams. “It’s the 昀椀rst time I’ve been part of an organization that’s structured like this, and I don’t ever want to go back to the way I had it before!” Erik Mansur, Head of Product Marketing at Zi昀氀ow 53