Product Marketing Team Charter

Created by Stefanos Karakasis. Inspired by Klue, courtesy of Jason Oakley

<aside> 💡 ReadMe instructions - I have made this Charter template free for other Product Marketing teams to adjust.

All text is filler content and fake data. Adjust the info for your team and company
Use simple, concise, and targeted language
Always reference sources and link to working documents as much as possible </aside>

Mission

Why we exist

<aside> 💡 To drive revenue growth through powerful storytelling and market insights that help our team win.

</aside>

PM and PMM Collaboration

Product Management	Shared	Product Marketing
Product Docs	Launch Tier Decision	Launch Tier Planning
Product Screenshots	Market Research	Market Research
Success Metrics	Win/Loss	Positioning/ Messaging
Profitability analysis	Competitive Analysis	Competitive Analysis
Roadmap	Pricing/Packaging	Stakeholder engagement
Scorecards		Launch

PMM Metrics

Whether you’re company is more Product-led or Sales-led, your OKR’s might skew more towards Go-To-Market strategy, sales enablement, lead/demand gen support or more product adoption/ engagement.

✅ Examples of owned objectives	⛔️ Not our focus, but we support
Product-Marketing touched active upsell	Launch Tier Planning
New Business opportunities created	Market Research
[xx] Active Upsell opportunities created	Positioning/ Messaging
Win Rate per vertical	Competitive Analysis

Stakeholders

Product Marketing sits at the intersection of Product, Marketing, Customer Success, and Sales. We’re the translator between our platform and the market, supporting our customer-facing teams and helping them tell a powerful story. Wrapped around all of that is a desire to understand, engage, and upsell our customers.

Teams	Topics to speak to in key cross-departmental meetings
Product Management	Upcoming product launches or updates on recent launches
Customer Success	Market trends or competitive insights you’d like to highlight
Marketing	Reinforcement of key messages from prior training sessions
Sales	In-progress initiatives that you’re seeking feedback on
Support	Enablement or market-facing collateral that deserves to be spotlighted

Departments we work closely with

Teams	Topics to speak to in key cross-departmental meetings
Product Management	Work closely to bring features to market and communicate product roadmap.
Sales/BD	Empower with product and market insights to enable Sales to attract and compete.
Revenue Operations	Work closely to identify the needs of the customer-facing teams and deliver impactful enablement initiatives.
Sales Enablement	Collaborate to track key metrics; collaborating on pricing & packaging initiatives.
Customer Success	Capture insights while ensuring ongoing success and growing accounts; identify advocates.
Sales Engineering	Partner for demo scripts and product slides.