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Product Marketing vs Product Management

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?

3 Answers

Becky Trevino

Snow Software Executive Vice President Products • March 1

When looking at the product lifecycle, I typically refer to a framework like Product School’s 7 Phases of Product Development: • Phase 1 – Discovery • Phase 2 – Define • Phase 3 – Design • Phase 4 – Implementation • Phase 5 – Marketing • Phase 6 – Training • Phase 7 - Launch The critical points......Read More

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For someone who is a mid-career (5-6 years in) Product Marketer and has an opportunity to lean into either PLG or SLG motions, which one would you recommend diving deep into?

3 Answers

Lauren Craigie

Cortex Head of Product Marketing • April 27

Oh interesting! I've done both, but I truly believe PLG is the future for everyone. Or, I should say the paths are likely to converge! New organizational structures that are empowering end-users to make more decisions for themselves, coupled with extremely efficient try>buy experiences are re......Read More

625 Views

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.

7 Answers

Mary Sheehan

Adobe Head of Lightroom Product Marketing • June 7

The more context the better. PMMs should help to fill in the gaps, but a product brief should include: - What problem this product / feature solves - Who it solves for and insights about this audience - Why we solve it differently (different > better) - Timeline with milestones to get there ......Read More

731 Views

What would you say is the most important objective of the Product Marketing team? The #1 objective that if achieved would impact your business the most?

Product Marketing is usually pulled in 17 directions at any given time so saying "no" is more important than saying "yes". What is the singular highest point of contribution?

3 Answers

Becky Trevino

Snow Software Executive Vice President Products • March 1

The most important business objective for Product Marketing is to help the business achieve its sales targets – for some businesses this will be measured in MRR or ACV. However you measure this number, ensure you understand PMMs role in helping the organization meet it. This is the most important......Read More

945 Views

What are the biggest frustrations you have as a product marketing manager?

The role of product marketing has become more strategic. How is it affecting you?

6 Answers

Marie Francis

Workday Senior Product Marketing Manager • October 25

Hiring! My big challenge right now, to quote our head of sales, is that there's not enough of me to go around. That's not meant to be self-congratulatory--when the need for your function exceeds your resources, it's a challenge and frustration! You have to be relentless in your prioritization and......Read More

1080 Views

How do you track success of Product Launches?

1 Answer

Joshua Lory

VMware Senior Director, Blockchain Go To Market • March 28

Here are some OKRs my teams track for product launches: Awareness - Web, social and blog activity (impressions, engagements and link clicks) Sales if not self-serve - MQLs and SQLs Time to value - how long does it take a customer to onboard and get value? Consumption - How often are new fea......Read More

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