All related (86)
Abhiroop Basu
Group Product Manager, ZendeskJanuary 12
It comes down to which aspects of the role excite you the most. Depending on the company you are working at, Product Marketing and Product Management can have a lot of overlap. I’ll first discuss some of the similarities and differences in the roles before summarizing how you should think about making the choice. Early in my career I found this Medium article instructive in deciding which path to pursue. Product Marketing really has two sets of functions, “outbound” activities and “inbound” activities. Put simply, “outbound” Product Marketing focuses on activities like developing marketi...
Victoria Chernova
Director, Product Marketing, Gong.ioJune 8
This question hits home for me. In a previous role, I explored the opportunity to move to the PM org, so I did a bunch of research. First, at a high level, I love the book "Designing Your Life." If you're into self-reflection and personal growth books, this one's for you. It'll help you zero in on the type of work that gives you energy vs drains your energy. Then, I would do some candid interviews with PMs to understand what a day in the life is like, because sometimes from the PMM perspective we're only seeing half of the story. My own personal takeaway was that a PM's process is ...
Becky Trevino
Executive Vice President Product (fmr VP PMM), Snow SoftwareMarch 2
I recently had a member of my team leave Product Marketing to become a Product Manager. We spent a few months talking through and planning this transition. During this process, what I learned is that the decision to be a PM or PMM comes down to where you enjoy spending your time. PM and PMM are both focused on solving customer problems. They just go about it in different ways. The PM works to build a product that solves the problem whereas the PMM focuses on building the go-to-market strategy required for that customer to know that a product exists in market that can solve their pro...
Chad Kimner
Product Marketing Director, AR/VR, Meta | Formerly Mozilla, LeapFrogApril 12
Starting in CPG brand management I had the good fortune to wear both of these hats (and many more!) early in my career. This ignited a love for both disciplines and started me down a path where I'd jump back and forth between them for about a decade (thanks to all my incredible managers who never forced me to choose a lane!). There are similarities in the roles - which sometimes creates confusion and tension - in the ways they focus on the end user, influence through storytelling, sweat positioning and facilitate within complex xfn environments, so it's natural for talented individuals to b...
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceMarch 29
A few questions to ask yourself: Do you want to be the mini-CEO of the product? Do you have enough experience to appreciate how engineering operates to build a product?  Are you comfortable making major tradeoffs between direct customer requests and company strategic priorities? Are you savvy enough to navigate tough decisions when requirements or quality are cut to meet deadlines? Are you excited about documenting product strategy, epics, users stories and low level requirements? If you answered yes to a majority of these, by all means seek out a role in PM. 
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...
Lauren Craigie
Director of Product Marketing, dbt LabsApril 27
Interests: What kind of questions do you want to answer? This is just my personal take, and probably oversimplified, but if you're driven by optimization questions like "Who is getting the most value out of this?" "How do we better articulate what this thing does?" "How do we increase close rates at the enterprise?" then you're more likely to want to stay in PMM. If you're driven by value creation questions like, "What would make this product really exciting and engaging?" "How do we stay ahead of the competition?" "How do we build world class experiences?" AND you're incredibly comfortab...
Sarah Lambert
SVP, Marketing, Buckzy Payments
There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.
Tracy Montour
Head of Product Marketing, HiredScoreJuly 29
Would you rather answer the question "how" or "why"? In my opinion, product managers are more apt to answer the "how" and product marketers are more apt to answer the question "why". That being said, great PMs and PMMs are able to do both. It comes down to it being a personal choice. The fact that you're asking this question means you're curious and empathetic. Keep it up!
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex, Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.comApril 28
Short answer. When you are more deep than broad. When you like things more than people.  Long answer.  There are no rules to this. Skills evolve and change over time. You may want to pursue an option longer term even if the fit is weak today. That being said, PMs tend to be more detail-oriented than PMMs. They have to be, writing a 6 page PRD that accounts for all edge cases is something that takes a lot of depth and intellectual rigor. PMMs have a different challenge, they need to look at the forest from the trees, and map out strategy. PMMs need to change their focus constantly, PMs...
Derek Frome
Vice President Marketing, Ouster.io
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...