Product Marketing on a Team of Teams

Season 3 Series Kickoff

Season 2 Recap: From Frameworks to Force Multipliers

Season 2 of Cyber PMM's content and podcast was had a ton of content across the following topics:

• AI & Automation: From agent workflows to tooling that takes your time back.
• Launch Muscle: Real-world systems to bring order to chaos.
• Buyer-Centric Content: Creating trust-driving content that actually gets used by LLMs.
• Industry Voices: Experts like Dr. Chast Cunningham, Martin Naydenov, Chris Steffen, Chris Crowley and Ani Gottiparthy.

Each piece added weight to the foundation of what makes a modern PMM successful. But techniques alone won't win markets. Playbooks don't launch products. Content doesn't distribute itself. Teams do. Which leads us to Season 3.

[Watch on YouTube](https://www.youtube.com/watch?v=9iJ0gYB3Vjw)

Season 3 Kickoff: Enter the Team of Teams Era

Introduction

In case the title didn't give it away, Season 3 is all about teams. The real world is about complex webs of cross-functional functions. The bigger the organization, the more complex. I currently work at Cisco, an organization with over 80,000 employees, so perhaps I'm biased in writing this for larger organizations. Yet even within my experiences at startups and scaleups, I had to deal with agencies or other teams or even the reality of covering multiple functions myself.

The reality is that you have to deal with people (or agents) in brand, campaigns, content, sales, product, field, web and so on. In many cases, these are people who don't report to you. In my 12+ years in this business, nobody has ever reported to me on paper! Yet I've handled massively complex projects without this authority. I had to work with people who often didn't know me before I sent the first introduction message. Yet our market success and the success of your product depended on broad collaboration across teams.

This is why when I read the book Team of Teams, I was very intrigued and thought, "Wait, could this apply to Product Marketing?"

What is 'Team of Teams' Anyway?