What's the easiest way for you to convey the value of product marketing?

Product marketing is the core of any organization. We are the product experts, which means:  We work closely with the demand gen teams to create compelling ads in the market.  We partner with the awareness teams to hype the product / upcoming features. We align with the product teams on feature prioritization and the right short-term and long-term product strategy. We work with the field to arm the sellers with the latest product innovation and how to sell them.  We work with the AR and PR teams ...Read More

In smaller organizations, I've found this is much harder. The marketing team, sales team, and product team might all sit very close to each other. Small organizations essentially require everyone to have a technical/product expertise that just doesn't happen in larger orgs. The sales teams will just ask the PM directly, and the marketing teams will focus on the key messaging for the product(s) that drive the company. As the company grows, the roles required within marketing, sales, and product g ...Read More

Product marketing is the process of taking the right product to the right market with the right narrative to the right audience and at the right time. More specifically, a product marketer is the voice of the customer, helping organizations uncover insights that can inform product and marketing plans. The best way for you to convey the value of PMM is to fight for your customers. A lot of times, PMMs will face the dilemma of supporting internal goals vs meeting external customer needs. No matter ...Read More

Find ways to connect product marketing output to metrics that matter to the business and shamelessly self-promote when product marketing influences those metrics, even if you can’t do it in a scalable way. I’m speaking through the lens of sales-led growth rather than product-led, as PLG PMMs can usually tie their success to traditional product metrics related to user growth, adoption, and conversion. Sales-led PMMs have a more challenging time demonstrating value due to the foundational nature o ...Read More