How are others structuring their team(s) focusing on personalization? Do you have a team responsible for adoption/strategy and, if so, what does that look like? How does that team interact with other marketing and tech teams?

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I lead a product-led growth team which includes product adoption, community and developer marketing. I have one dedicated PMM per product area who looks at product telemetry, renewal data and various other customer insights to determine marketing coverage and build content that can be personalized at scale. They work closely with our counterparts in product, design, marketing operations, field and customer success to execute these data-driven adoption and retention focused campaigns across in-product, sales/partner, community and marketing-owned channels.

We have a digital experience UX / personalization team that is evolving. We are in the beginning processes of establishing true personalization, but I feel like the structure is sound. The team consists of an audience manager to collect data and analyze in the CDP, a personalization specialist to oversee what specific personalizations we set up AND liaison with the web ops / content team to see that it's build, and the CRO specialist.