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

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

• 👋 Based in: Metro New York area
• 🧠 Top of mind: How AI is changing how marketers work
• 💬 Ask me about: How I started my career
• 🍦 Fun fact: I am an official weather observer site

In enterprise AI products, how do you draw the line between PM owning what we build and PMM owning how we position it when AI capabilities evolve so fast that positioning decisions often drive product decisions?

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

Don Fuss•

ServiceNow Director of Product Marketing • 1h

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

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Through the lens of a feature/product lifecycle, what are the critical points of collaboration between product marketing and product management? And what are the lines that distinguish who owns which part?

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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•

ServiceNow Director of Product Marketing • 1h

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, ...

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How do your digital marketers (ie social media, email, paid ads) help support the PM's and/or PMM's agendas and KPIs? Do the digital marketers look at the roadmap and suggest promotions for audiences, or do they get specific directions from PMMs?

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PLG - who does what? Early in PLG hype, it was "product must own everything". Now, we all realize the value of marketing and sales as part of a PLG motion. The best PLG conversations have had product marketing and product management side-by-side.

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How do you see the PM/PMM boundary shifting as AI tools take over more tactical PMM work like drafts, research, and enablement?

Curious whether PMM becomes more strategic as AI handles the execution layer, or whether PM starts absorbing some of that strategic ground.

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

Don Fuss•

ServiceNow Director of Product Marketing • 1h

Include PMM early in the product lifecycle: PMM should participate in discovery, market validation, competitive analysis, and roadmap discussions, not just pre-launch act...

1 request

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

Don Fuss•

ServiceNow Director of Product Marketing • May 12

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 ...

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What specific areas of roadmap influence do you think product marketing can help the most with?

Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?

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As a product marketer, how do you know if you're a better fit to be a product manager?

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What is NOT in the scope of product marketing?

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