Product marketing

Table of contents

Team vision and principles

  • We have a collaborative, efficient, and repeatable motion for bringing new features and products to market.
  • We are a strategic partner for Engineering, Product, Sales, CE, and Marketing. We do our best work when we’re brought in early.
  • We orient our work, strategy, and messaging around developers.
  • We align our team goals with the broader company goals and our work contributes to both revenue and adoption.
  • We are advocates for our customers. We launch products and make decisions with our customers in mind.

How we operate

Align with Product/Engineering: We embed with product/eng to tell our product and platform story, raise awareness for new features and Sourcegraph as a code intelligence platform, and drive adoption. Activities include:

  • Launching new features
  • Supporting product roadmap planning and prioritization
  • Sales and CE enablement/training
  • Messaging and positioning
  • Competitive intelligence
  • Customer proof points

Partner with GTM teams: We partner with sales and CE to support pipeline, expansion, and ARR.

  • Core product marketing activities: Continue driving core PMM/CM activities, including CAB, Analyst Relations, competitive intelligence, etc.
  • Sales/CE: Partner with sales and CE to support pipeline and ARR.

Team roles and responsibilities

Alex IskenKelvin Yap
Audience focusDevelopersDecision makers
GTM motion alignmentSelf-serveSales-led

Working with other teams

TeamWhere PMM can add valueHow we collaborate
Product/EngineeringProduct roadmap planning and prioritization, bringing new products to market, pricing and packaging, naming, conducting primary and secondary research, product copy, collaborating on content (blog posts, webinars, etc.)PMM will be better able to support feature/product launches and influence the product roadmap with early involvement.
Sales/CEMessaging and positioning, use cases and value drivers, buyer personas, creating external collateral (pitch decks, one sheeters, case studies), product training, competitive intelligence, synthesizing and sharing customer feedbackPMM primarily focuses on “one:many” communication, whereas Sales/CE primarily focus on “one:one” communication. There may be times that PMM is brought in to support a strategic customer or prospect, but the team is not big enough to support every deal.
MarketingMessaging and positioning, buyer personas, content development and review, subject matter expertise, marketing campaigns and programsWe function as a cohesive marketing team and loop cross-marketing stakeholders in early to collaborate.

Product launch templates and resources


Customer Advisory Board

Check out these resources to learn more about the program and takeaways from past meetings: