How are your brand and product marketing teams organized and how do they collaborate? What resources are shared vs. team specific [ie. Decision rights]?

Our brand and product marketing teams operate in a collaborative matrix structure. The brand team focuses on overarching messaging and identity while the product team specializes in product features and benefits. We work closely together, sharing insights, resources, and decision-making to ensure a cohesive brand experience that drives product success.

Brand and product marketing teams have distinct areas of expertise and objectives, but they collaborate effectively when needed. Here’s a breakdown of some cases I observed. 

1. Organizational Structure & Focus:

- Product Marketing Team:
  - Alignment: Works closely with the Engineering and Product teams.
  - Expertise: Has deep product and technology knowledge.
  - Objective: Their primary goal is sales. They craft messages that resonate with the technical individuals at potential buyer companies. Their content often dives deep into product specifications, unique selling propositions, and the technological advantages of our products.

- Branding Team:
  - Target Audience: General public and technology consumers.
  - Expertise: While they are not necessarily tech-savvy, they excel in general brand messaging and broad outreach.
  - Objective: They aim to generate interest in our offerings, attract visitors to our website, and boost attendance at conferences and shows. Their primary function is brand awareness, making our brand recognizable and appealing.

2. Collaboration:

- Yearly Summit Collaboration: The main point of close collaboration between the two teams is during the annual summit when new products roll out. This is a crucial time as Product Marketing offers the technical depth and selling points, while Branding ensures that the broader message aligns with our overall brand image and reaches a wider audience.

- Message Crafting: Both teams are responsible for creating appropriate messages for their specific audiences and respective stages in the sales cycle. While the Product Marketing team dives into detailed, tech-savvy messaging for potential business clients, the Branding team crafts more general messages to spark interest and curiosity among the public.

While both teams have their specialized areas of focus and distinct objectives, their combined efforts, especially during key events like our annual summit, ensure that the brand and products are presented in the best light, reaching the right audiences with the right messages.