Product Marketing · March 5, 2026 · 8 min read
How to build a product marketing team: from solo PMM to full function
Most PMM teams accumulate instead of getting built. One generalist works, so we hire another generalist, and five people in nobody can say who owns the launch process. That second hire is a recognition hire, the person we bring on because we already know how to evaluate them rather than because the team is missing what they do. The second PMM should be the most different hire we make. The third should go deep on a revenue gap we can name out loud. And the operating model has to be written down before it's needed, because headcount is a setting and somebody still has to watch the road.