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The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
9 answers
All related (124)
Ambika Aggarwal
Director of Product Marketing at Culture Amp September 24
The key to getting adoption is to make sure you first get executive alignment along with bringing those teams (sales, marketing, product) along for the journey . As you're creating your positioning an
Scott Schwarzhoff
Operating Partner at Unusual Ventures February 7
Ah, a tricky one! There are a few things that you can do, starting with a core team that you trust to participate in the fluidity that is message development. Typically, this is a small group that c
Marcus Andrews
Sr. Director of Product Marketing at June 26
Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross function
Sarah Din
VP of Product Marketing at Quickbase August 13
Get your executive team aligned and bought in first - because you need them to champion this to the rest of the org, and to set the precedence by using your messaging regularly as they talk about the
Grant Shirk
Head of Product Marketing, Cisco Meraki at Cisco Meraki | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.April 14
This is the job within the job. You're always balancing two macro audiences: External (prospects and customers) and Internal (well, all your coworkers).  I'll reiterate what I've said elsewhere today
Alissa Lydon
Head of Marketing at LEVEE | Formerly Mezmo, Sauce LabsApril 27
Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it like internal selling. And just
Jeffrey Vocell
VP of Product Marketing at | Formerly Narvar, Iterable, HubSpot, IBMAugust 4
This is arguably the hardest part of positioning. In my experience, it has to start before you really start drafting positioning and as you're doing research.  First, talk with a few folks from your
Savita Kini
Director of Product Management, Speech and Video AI at Cisco August 7
Product positioning is really a complex thoughtful approach, requiring perspectives on brand, pricing and packaging coming together. I believe strongly that its starts day-one when you build the produ
Daniel Palay
Head Of Product Marketing at 3Gtms March 12
Of course it's difficult: Don't be fooled, just because you all work for the same company doesn't mean you're all responding to the same incentives. Start by asking what each of the three is trying to