What are the top strategic tasks that a B2B Saas Product Marketer should focus on? Is there any specific tactics that they should have ownership of?

In most B2B tech organizations (where I've spent most of my career) the PMM team owns the Go-To-Market. From a strategic perspective this means: - Who we should sell to and how - What should we sell and why - How we'll reach them and what we'll tell them - Knowing what works and course-correcting The challenge is that each of these elements is broken down into specific tactics, such as: - Who we should sell to and how: creating buyer personas, doing market segmentation, identifying sales channel ...Read More

This very much depends on your company size, but I'd say the basics are:  Messaging & Positioning GTM Strategy Development & Execution Sales & Buyer Enablement Campaign Support Competitive Support Consistent partnerships with Product, Sales & Customers There are always a ton of questions about TAM, Pricing & Packaging, Personas, etc. I've been on teams where those things are certainly supported or led by PMM teams, but as the business scales, I often find the TAM, Pricing &am ...Read More

Personally, I consider these three questions every day:1. How can I help my company win more?2. How can I help my company win bigger?3. How can I help my company win forever?The first is about how PMM can help Sales increase win rate and help Marketing increase pipeline (pipeline x win rate = new customers). Tactics for this include competitive intelligence and competitive positioning, helping Demand Gen by crafting great content and effective landing page copy, not to mention website copy. The ...Read More

If you’re new to the company or the company doesn’t yet have a product marketing function, I’d start with the items that will drive the most impact. You need to first identify gaps that are causing deals to fall through. Things to consider: Messaging Framework: is there consistent messaging being used by the entire organization? Is it effective in attracting your audience and communicating the value of your solution? ICP: Is there data backed agreement, understanding, and focus on your ideal cus ...Read More