All related (7)
Carrie Zhang
Product Lead (fmr Head of Product Marketing), SquareFebruary 2
The product manager (PM) decides “what” to build and “when”, and is accountable for delivering the product or feature that delights customers. The product marketer (PMM) informs “what” to build, and is accountable for driving the demand for what has been built. Both require deep customer and market insights. Both need to think strategically about how to differentiate your product in your space. The difference lies in execution. On a day-to-day basis, the PM works very closely with designers and engineers to discover, design, scope, and implement what needs to be built. You are much more f...
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceMarch 28
Think of a restaurant with front and back of the house. Back of house is prepping, cooking and organizing the food for front of the house to position, serve and engage the customers. Another way to look at this is front of the house understands what the customers want, thier expecations, reactions and provides feedback to back of the house to prioritze what food is being prepared. This symboitic relationship is anlogous to PMM (front of house), PM (liason between front and back of house) and engineer (back of house). PMM needs to understand the customer persona, market and positioning. PM s...
Abhiroop Basu
Group Product Manager, ZendeskFebruary 25
PMM and PM roles vary greatly across companies, but there are some common differences: 1. PMMs are the market and competitor experts. Unless the company is very small, a PM who is an individual contributor typically "owns" a narrower segment of the overall product. In contrast, a PMM typically looks across a wider range of the product and market. So, the PMM should bring that knowledge and experience to bear in the relationship  2. PMs are the product experts. Unsurprinsgly, PMs know more about their product area than anyone else. So, if there are questions or decisio...
Carrie Zhang
Product Lead (fmr Head of Product Marketing), Square
* It’s a good idea to try internal transfer if you want to transition from PMM to PM, or vice versa. Learning the craft of a new discipline is not easy. You are more likely to set yourself up for success if you minimize other variables like new company, new product, new team. * Anchor on your strength. There are many transferable skills between the two disciplines, e.g., customer discovery, data analytics, communication and influencing skills. Leverage your strength in the new role and you will find it easier to get early wins and build confidence in yourself. * But def...
Julian Dunn
Senior Director of Product Management, GitHub
As a PMM, I was always conducting my own wide-ranging research about competitors and market dynamics (competitive and market intelligence) and providing this to PM. This included reading a lot of analyst reports, both about our category and adjacent categories, meeting with industry analysts to conduct inquiries on pressing questions of interest, keeping up on industry news, and understanding what trends are likely to impact the product and category. Finally, distilling this down to both proactive recommendations (where I would send unprompted suggestions to the product team) and reactive i...
Abhiroop Basu
Group Product Manager, Zendesk
PMs should always lead voice of the customer (VoC) programs While PMMs need to have their ear close to the ground when it comes to customer feedback, it's ultimately the PM who will use the feedback to make product decisions. Additionally, PMs should never be in a situation where product feedback is "second-hand" or being prioritized by someone who doesn't own the roadmap.
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air Force
Some best practices that helped my teams create a collaborate cross pollinating environment are: * Standing 1:1 with PM and PMM leads to discuss major open actions with full disclosure * PM contributes or leads customer feedback in regular product backlog grooming sessions * PMM develops self service customer intelligence that PM can use to steer product strategy * PMM leads customer advocacy efforts and invites PM and Eng leads to participate "hear from the horses mouth"  * PM is included in Product PI planning process with PM and Eng