What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?
Product Managers have to give us PMMs the information we need to be successful, but it's often on us to inform them of what we need and hold them accountable for providing the proper documentation. Ensure you have a good relationship with the PMs you engage with, as well as the VP of Product who can give you the clearance to hold PMs responsible for providing the right context in the form of a feature brief.
While the work starts WAY before the feature brief is created, here is what I hold the PMs accountable for providing (in general, it varied launch-by-launch):
Target audience:
- Who is this for?
- Which departments does this impact internally?
Problem scoping:
- What is the problem we are trying to solve?
- What pains is the user/customer experiencing in their experience today? How will this feature/product improve this experience?
Objectives:
- What is the goal of the feature?
What is needed in order to launch the feature/product?
- Technical caveats
- Implementation guidelines
- Technical requirements
Which integrations are required?
How do we measure success?
Which OKRs is this tied to?
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