What are common struggles of product marketing managers?
Ben Geller
You.com Director, Product Marketing • February 13
One of the biggest struggles I've seen for PMMs is explaining the role and the value we create to team members who have never worked with PMM before. If you encounter this challenge, here's a simple framework I've found helpful:
Elevator pitch: Product Marketing’s superpower is being the “Voice of Customers to Product and the Voice of the Product to Customers”:
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Voice of Customers to the Product (Inbound)
Audience Strategy (Segmentation, Targeting)
Consumer Insights (Unmet Needs)
Positioning (How does the product solve unmet needs)
Pricing/Packaging
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Voice of Product to the Customers (Outbound)
Messaging
GTM Strategy (including channel plans, launch)
Product Launch
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Related Questions
How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?What is the single most important skill / expertise for a relatively junior PMM to cultivate that separates the good from the (potentially) great?What metrics do you use to justify a pay raise?If you have the opportunity to step back and evaluate where/how to grow as a product marketer (after 2 years self taught in the field), what would you advise to focus on?What advice do you have for recent graduates that want to go straight into product marketing?Do you have a CTO, CIO or developer persona profile that you can share?