What do you consider to be the stages of the product marketing cycle?
1 Answer
Angus Maclaurin
BILL Director of Product Marketing • February 2
In the ideal state, I consider Product Marketing to have 5 stages starting from market insights.
- Understand the Market: outline the potential opportunity and existing competition
- Define Personas and Needs: define the core customer, their needs, and their current solution
- Develop Product and Features: influence key features needed for both table-stakes and differentiation in the market
- Create Messaging and GTM: create the GTM plan, the value prop and messaging, and key channels for launch
- Launch and Optimize: measure and test, creating a clear feedback loop
Product Marketing’s role will vary depending on the company - I’m a big believer in being involved early and helping shape the product. If you can successfully do that, the GTM becomes easier to plan. You don’t need to figure out which market will buy Feature X because you defined that upfront. You know the key needs so writing the value proposition becomes easier. It takes time and relationship building - this is what I strive for in any Product Marketing role.
1292 Views
![AI and Product Marketing](https://sharebird.com/cdn-cgi/image/width=640,quality=75,format=auto/https://storage.googleapis.com/sharebird-production/srya5q05szbnygc4x5x4zrt5abfl?GoogleAccessId=93507864171-compute%40developer.gserviceaccount.com&Expires=2353213282&Signature=D7eVkaHyOn6IQL%2BXASDoQ0hG1cU3IPiLHu4GrxNUBeNcHJwjYzjKbirkMY3%2B%2BN629%2BabfG4dD8sShE8UgAaMcpQNIc65CLlvRIgDBuS%2Bs77JYdAA9oTHkK%2Frsp3az9hyTRZMhye7LGGEVH3fOF9S77ZX%2BOAd6LIk37gXu8I7mNZNRjj%2FXpmFmLrMxB5QsdgMZuuOHCIwHw6ZkLeJjMfiNqkoDUvOhD4%2Bml%2BXAtb%2B5a8ME%2BrihSKd2KZfwEkFrfiVAxtVqOBSU0Bc3rLko9bcaEIh1OpMYHauxxqGLUvE9Ec11Z11Sl4NZvZvM64FFSkXi6Cgg2sgEdIV9wShbudN4Q%3D%3D&response-content-disposition=inline%3B+filename%3D%22event.png%22%3B+filename%2A%3DUTF-8%27%27event.png&response-content-type=image%2Fpng)
Related Ask Me Anything Sessions
![Katharine Gregorio](https://sharebird.com/cdn-cgi/image/width=96,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/649/medium/avatar.jpeg?1605239502)
Adobe Sr Director of Product Marketing, Creative Cloud, Katharine Gregorio on Establishing Product Marketing
October 23 @ 10:00AM PST
![Bruce Lin](https://sharebird.com/cdn-cgi/image/width=96,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/024/288/medium/avatar.jpeg?1712957411)
Lightning AI Senior Director, Product Marketing, Bruce Lin on Establishing Product Marketing
![Leah Brite](https://sharebird.com/cdn-cgi/image/width=96,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/637/medium/LeahBriteHeadshot2022_REDUCED.png?1713396249)
Gusto Head of Product Marketing, Employers, Leah Brite on Establishing Product Marketing
Top Product Marketing Mentors
![Christy Roach](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/001/484/thumb/avatar.jpeg?1622658955)
Christy Roach
AssemblyAI VP of Marketing
![Jasmine Jaume](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/275/thumb/avatar.jpeg?1622827267)
Jasmine Jaume
Intercom Director, Product Marketing
![Alina Fu](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/007/729/thumb/avatar.jpeg?1634238904)
Alina Fu
Microsoft Director, Copilot for Microsoft 365
![Jeffrey Vocell](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/566/thumb/JeffreyVocellHeadshot.jpeg?1642123964)
Jeffrey Vocell
Panorama Education Head of Product Marketing
![Mary Sheehan](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/000/875/thumb/avatar.jpeg?1602100735)
Mary Sheehan
Adobe Head of Lightroom Product Marketing
![Jenna Crane](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/006/723/thumb/Jenna_Crane_headshot_smaller.png?1666637448)
Jenna Crane
Klaviyo Head of Product Marketing
![Priya Gill](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/000/999/thumb/avatar.jpeg?1514116570)
Priya Gill
SurveyMonkey Head of Global Marketing
![Amanda Groves](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/006/257/thumb/Groves-2022.jpg?1663008445)
Amanda Groves
Enable VP of Product Marketing
![Amanda Groves](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/006/257/thumb/Groves-2022.jpg?1663008445)
Amanda Groves
Enable VP of Product Marketing
![Jiong Liu](https://sharebird.com/cdn-cgi/image/width=128,quality=75,format=auto/https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/001/237/thumb/avatar.jpeg?1606167066)
Jiong Liu
Wiz Senior Director of Product Marketing
Related Questions
What are some surprising ways that candidates have stood out to you in PMM interviews? What are your biggest watchouts?When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?How do you retain good talent, especially when Product Marketing role are in such high demand across the industryTypically a Product Marketing function will start with one generalist, followed by another generalist, followed by... ? When do you start to specialize PMM roles within your team? Which type of a specialist roles make the most sense to start with?Should a product marketing manager be a SaaS startup's first hire, and why?If you were the first PMM hire in a B2B company, what would be your approach to growing your PMM team? How would that be different between product-led-growth and enterprise B2B companies?