When I started at AdRoll, product marketing was new.

As we’ve grown, one of our most critical cross-functional team relationships has been with the product management team. To set the stage, we borrowed Dave Gerhardt’s explanation of how product marketing and product management work together.

A well-connected product marketing and product management team can make the difference between a product portfolio with hockey-stick growth and one that flops. We’ve compiled five tips for strengthening that relationship and getting the best out of your teams.

1. Connect teams organically

Find a way for your teams to stay connected without adding more work. Our product marketers and product managers sit together for at least half of each day—attending daily stand-ups, participating in sprint planning meetings, and having spontaneous conversations.

By sitting together, product marketers and product managers become part of the team at the early stages of product development. If your teams are spread apart within the office, or even in different time zones, find a way for them to connect—like conferencing, holding regular stand-ups, or staying up-to-date on Slack.

2. Create shared goals

It’s hard to call a project successful—or not—without defining clear goals at the outset. The most successful teams set their goals together. Early in the planning process, each team should make time to illustrate and understand their respective goals. Goals may include product adoption, beta signups, or revenue growth, and progress should be tracked on a regular basis.

3. Be each other’s content-area experts

Product managers and product marketers are experts in their domains and should always consult with each other on decisions both big and small. For example, product marketers should ask product managers to review positioning for additional industry and customer insights. In the same vein, product managers should ask product marketers to go through the customer experience of a new feature.

4. Share customer feedback

Both teams should talk to customers regularly, but for different ends. It’s important for both teams to share customer insights and feedback with each other to inform product development and marketing messages.

5. Share and celebrate wins

Finally, when a goal is reached or a victory is achieved—no matter how small—take time to pause and celebrate. Even a virtual high-five can go a long way. After all, when two teams work together, each victory is twice as sweet.

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