I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together:
- A Product marketing lead identifes a goal. The three goals are usually to create pipe, mature pipe, or close deals.
- The PMM will select a target based off what the business needs. They can double down on a region/segment/geo that is working, or try to lift a poor performing area.
- They'll create a positioning statement and messaging hierarchy that will be used for this initiative.
- They'll allocate a portion of their budget to spread across campaigns and GTM to execute.
At this point, a PMM would bring in campaigns and work with them on the following:
- Identifiy the goal of the campaign.
- Allcoate budget from demand gen.
- Create campaign messaging. This messaging should shift the customer's mindset from one state to another (as defined by the positioning statement)
- Select what channels and content form factors the campaign will use to reach prospects
- Create the customer flows (both targeting and re-targeting in order to get a prospect to fill out a form).
If new content needs to be created, then the PMM will work with creative/agency to produce that content.
Finally, a GTM lead will work with sales ops to priortize a selling motion.
- The GTM team will set a specific sales goal with sales ops
- PMM will create a playbook with discovery questions intentionally selected to hit on the campaign.
- PMM will determine if they want to incentivize sales.
- PMM will reach out to a specific sales "horse" depending on the objective. Sales horses are SDRs (inbound leads), BDRs (outbound leads), AEs (Account owners), Specilaist (LOB buyers), or SE (Solutions Engineers).
- PMM will define teh sales action this horse is suppose to take
- PMM will define the CTA where they can send customers to learn more or deepen them in the sales funnel
- PMM will work with sales ops to create a tracking dashboard that measures success.
Ultimately, that's it! There are nuances that are glossed over, especially when it comes to certain channels like AR or PR.