How are others structuring their team(s) focusing on personalization? Do you have a team responsible for adoption/strategy and, if so, what does that look like? How does that team interact with other marketing and tech teams?

We’re still evolving our structure, but we’ve moved toward a small personalization team that focuses on both strategy and adoption. They work closely with content, product marketing, and the data/tech teams to make sure we’re using the right signals and actually acting on them. The goal is to keep personalization consistent across channels without creating extra silos.

Another example of a tool-first approach destined to fail.

Personalization should not be an objective. This is why most personalization efforts fail.
Starting with a tool enhances the risk of making assumptions. Which leads to companies writing to me in Arabic (someone guessed my name is Arab - it's not, it's Greek, and I don't speak Greek), or 'personalizing' my experience to Portuguese when I spent a week in the country, or showing me fishing goods after I bought a marketing book called "Eating the big fish".

The goal is relevance.

Start with the goal of delivering a better user experience that is more relevant to users. Be careful about guesses (implicit and explicit personalization) and build a customer-first approach, not a tool-first approach.

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I lead a product-led growth team which includes product adoption, community and developer marketing. I have one dedicated PMM per product area who looks at product telemetry, renewal data and various other customer insights to determine marketing coverage and build content that can be personalized at scale. They work closely with our counterparts in product, design, marketing operations, field and customer success to execute these data-driven adoption and retention focused campaigns across in-product, sales/partner, community and marketing-owned channels.

We have a digital experience UX / personalization team that is evolving. We are in the beginning processes of establishing true personalization, but I feel like the structure is sound. The team consists of an audience manager to collect data and analyze in the CDP, a personalization specialist to oversee what specific personalizations we set up AND liaison with the web ops / content team to see that it's build, and the CRO specialist.