If you're asking the question, it's time.
The right time to add product marketing to a tech company can vary depending on several factors such as the company's growth stage, product complexity, and product commercialization.
As product marketing recruiting experts, we’ve seen Founders at every stage of business hire and build out their product marketing teams – some with more success than others.
Based on our 20-year track record, here are the general considerations to help you determine when it's the right time to add product marketing to your tech startup or scale-up:
Launching New Products
If a company is developing new products, it's crucial to have a product marketing function in place before the launch. Product marketing can help ensure that the product is aligned with customers’ needs and that the messaging and positioning resonate with the target market.
Expanding into New Markets
Suppose a company is looking to expand into new markets. In that case, it's essential to have a product marketing function to help identify those markets' unique needs and preferences, develop messaging that resonates, and create campaigns that drive adoption.
If a company faces increased competition, it's essential to have a product marketing function to help differentiate its products from its competitors. Product marketing can help position the company's offerings in a way that highlights its unique value proposition.
As a company grows, it becomes more complex, and the need for a dedicated product marketing function becomes more apparent. As the company's product portfolio expands, managing messaging and positioning across multiple products and markets becomes more challenging without a dedicated team.
If you find yourself in any of these processes, then it’s time to consider hiring a Product Marketer to further define product messaging and drive customer adoption.