How do you help product management understand the value of product marketing (beyond just "helping us launch things")?

Two approaches here, that may be used at the same time: Direct communication. If you have a strong framework for how you've seen PMM function strategically in other org...

Yes, launches are a big element of the PM-PMM equation, but this relationship is much more than helping us launch things. Done right, Product Managers and Product Markete...

I view Product Marketing as the GM of the Product, and the role goes beyond product launch. Three areas I see Product Marketing can drive and add value in are Content, Sa...

The way I see it - you can build the greatest product in the world but if it (1) people don't understand the value (2) people don't know it exists or (3) people can't sel...

Be the expert on markets and buyers. Let product managers be the experts on users and products. Product marketing managers focus on achieving business goals for current p...

Great list above. I also look at actual customer "bugs" as well sometimes to be on top of what possibly might create a "space" for competition to come in. Other emerging...

One more subtle, but important thing. You should work to *demonstrate* the value of product marketing. It will be far less frustrating then trying to get product manageme...

This is my number one problem that I run into with Product Teams when entering new companies or teams. Product Marketing is part of the Product Team, I had a great Produc...

As the founder of Product School, I know that Product Marketing is difficult to define because it varies from company to company, and it can even vary between different p...