How do you manage the product management process end-to-end from engineering, technical product management to product marketing to marketing to sales?
It is critical to have a product playbook that outlines this entire process and indicates explicity R+R (DACI model often works best).
It all starts with the product vision including:
What is the product? (vision)
Who is the user?
What is the problem we are trying to solve and why does it need to be solved?
Why now?
What are the use cases?
Next, you need to look at the competitive landscape:
What currently exists?
Who bought it?
Who's using it?
What are they saying?
What are their pain points?
How many competitors are there?
Is it a mature market? new one?
Is there 1 dominant player?
Define the product metrics:
How do you measure engagement?
Are you interested in DAU/WAU/MAU?
What is the usage funnel?
Do different users have different funnels?
What is the "end goal"?
Is it clear enough?
Make the POC, and then move into GTM strategy...
Pricing: How much will this cost? What is the pricing strategy?
Implementation enablement
What are the technical caveats?
Create RFP response/overview
How are we positioning this?
What is the messaging and channel strategy?
CS/Sales Enablement
Atlassian Head of Product Marketing, Ben Rawnsley-Johnson on Building a Product Marketing Team
Unity Vice President Product Marketing, Jon Rooney on Building a Product Marketing Team
Clari VP, Corporate and Product Marketing, Julien Sauvage on Building a Product Marketing Team
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