What makes a great PMM at an early-stage company often breaks at scale. The heroic PMM who owns every launch, every message, and every asset becomes a liability as complexity increases. PMM must evolve from startup scrappiness to scale-up discipline. We’ll examine what actually changes along this journey, from responsibilities and team structure to assets, processes, and success metrics. We’ll look at why scaling PMM isn’t about hiring faster or working harder, but about building systems that outlive individual contributors..