How do you introduce Product Marketing functionality in an organization that lacks the relationship with Product Management?

Still in startup mode, our Product Managers are very tactical and development focused. They don't have the ability to work directly with Marketing on positioning, messaging or competitive analysis. Essentially, reactive. How do you suggest creating a Product Marketing workflow that helps close this gap?

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2 Answers

Establishing Product Marketing

Bruce Lin

Lightning AI Senior Director, Product Marketing • 2y

As a product marketer, your relationship with Product is one of, if not the most, critical ones to build. If you find yourself in an organization where there isn't an existing relationship, I've found it helpful to build the initial connection both formally and informally. Because product marketing as a craft covers a lot of different functions—from market sizing to customer interviews to growth campaigns—it's often defined differently across companies. As a result, your product team may not hav ...Read More

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Maria Jiang

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

There's a couple of tactical ways in which you can start building trust with PMs. It all starts with knowing the product. I would get to know the product intimately by using the product and talking to customers to understand how they are using it. Armed with this knowledge, I would offer these insights to PMs and give them ideas of what are the features that customers love, point out where there might be product confusion/friction, and offer up ideas based on asks/requests for new features or fu ...Read More

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