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Don Fuss

AMA: ServiceNow Director of Product Marketing, Don Fuss on Product Marketing vs Product Management

May 12 @ 10:00AM PT

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Don Fuss

Director of Product Marketing · ServiceNow

Hi all, I'm Don Fuss, Director of Product Marketing @ ServiceNow:

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  1. How do you ensure that PMM sits as a strategic partner to PM, rather than an administrative or subordinate function?

    Don Fuss
    Don Fuss

    ServiceNow Director of Product Marketing • 1mo

    Include PMM early in the product lifecycle: PMM should participate in discovery, market validation, competitive analysis, and roadmap discussions, not just pre-launch activities. Establish clear ownership boundaries: PM owns product strategy, requirements, and delivery; PMM owns market strategy, positioning, messaging, commercialization, and adoption. Neither function should operate in isolation. Align both teams to shared KPIs: adoption, revenue impact, retention, win rates, expansion, and cust ...Read More

    430 Views
    1 request

  2. How different are the product marketing KPIs from the product management KPIs?

    Don Fuss
    Don Fuss

    ServiceNow Director of Product Marketing • 1mo

    PM KPIs are usually measured on whether the product solves customer problems effectively and delivers a strong user experience.

    • Feature adoption and usage

    • Product engagement

    • Retention/churn

    • Customer satisfaction (CSAT/NPS)

    PMM KPIs are are more go-to-market and revenue-oriented

    • Pipeline influence

    • Revenue contribution

    • Win rates

    • Competitive displacement

    • Product adoption growth

    • Launch performance

    • Sales enablement effectiveness

    • Messaging resonance

    462 Views
    1 request

  3. What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?

    Example: Project Briefs should include: problem, solution, etc.

    Don Fuss
    Don Fuss

    ServiceNow Director of Product Marketing • 1mo

    The product brief should include:

    • what customer or market problem are we solving? Why does it matter now?

    • who is this for specifically? ICP, buyer personas, user personas, industries, company sizes, etc.

    • customer insights and evidence

    • business objective such as revenue growth, retention, expansion, competitive differentiation, market entry, adoption, etc.

    • product vision and strategy alignment

    582 Views
    1 request

  4. Who owns pricing - product management or product marketing? If product management, then what is product marketing's role?

    Don Fuss
    Don Fuss

    ServiceNow Director of Product Marketing • 1mo

    Product Management owns the pricing of product with input from the Product Marketing team. In my experience over the course of my career Product Management has evaluated capabilities, competitive mapping and margin analysis to derive product pricing. PMM has generally helped with competitive analysis to measure against competitive pricing.

    506 Views
    1 request