How do you prioritize the variety of requests and responsibilities that fall on the Product Marketing Manager?

Answer

5 Answers

Stakeholder Management

Katherine Kelly

Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 6y

There's really no perfect way. I'm not sure if you're asking at a broader level, how do you prioritize product's needs against sales or marketing needs, or if you mean on a granular level. I think the first step is understanding what is a short-term ask vs. something that should be owned, and then lookng at your team structure and making sure that you are staffed to have owners of the key responsibilities you are signed up to. Sorry that isn't more granular but this is a question you could take ...Read More

2,239 Views
April Rassa

Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y

This will continue to be an ongoing challenge for those in Product Marketing. Because this role sits at the nexus of all the functional teams within the organization, its easy to get pulled into the "problem du jour" and try to address it. It starts with defining the mission of the PMM team within the organization, the key areas the team will own, and areas where it can be an advisor but not a driver. Define the key priorities for the PMM team (this can be KPIs or OKRs) and get alignment across ...Read More

616 Views
Marcus Andrews

Conveyor Head of Marketing • 8y

We have a prioritization matrix that helps us prioritize updates from Product. We basically look at how much of a differentiator is this for us? By how big of a revenue opportunity is it? High rev and high differentiation = a tier one launch. Low for both and it's a Tier 3 (lowest). Each tier comes with a menu of communications, launch, and campaign options. It's a nice way to prioritize, especially if your PMM team is smaller than PM team like ours.

1,244 Views
Anna Charity

G2 Senior Product Marketing Manager | Formerly 22squared, CallRail, Calendly • 7y

We recently implemented a similar framework and it is game-changing. Grouping features into a larger story make for a stronger message when going to market. Also, it makes the life of the PMM much easier because you know exactly what category the launch will be and can plan for those in advance; as opposed to bringing 25 features to market (creating white noise) instead, build a *few* cohesive, powerful stories.

859 Views
Iman Bayatra

Coachendo Director of Product Marketing | Formerly Google, Microsoft • 4y

We use a sort of backlog sheet where we add all the requests / works that we have on our roadmap and other ones that come our way. During our weekly planning meeting we review all the requests and we decide which ones to move into our to do list based on the following questions: How urgent [ short-term vs. long-term] is the request? What is the time and effort level the request will take? How many dependencies do we have? What is the impact? There will always be last minute requests, to make the ...Read More

5,043 Views