How do you keep competitive, personas, and market research info up-to-date and moving from product marketing to sales materials?

Align on needs and get buy-in on the program from key stakeholders upfront, otherwise, you will just be reactive and the expectations will be that every request is handle...

Your CMS (content management system) should have some sort of archiving parameters in place that should remind the PMM team when things get stale. With that said, all the...

You have to establish a cadence of updates for different assets, which will vary based on how they are used and your market dynamics. Personas don't change often, so revi...

I'm big on updating information based on actions that need to be taken / decision that need to be made. When it comes to market research and personas, clarify what deci...

The good news is sales people notice when materials are out of date, and will let you know it is time for a refresh. :) Joking aside, here are some proactive tips on how ...

This is tough, but you can prevent foundational PMM assets from going stale by having (1) defined processes (e.g., establishing which components of your market intelligen...

Make it jointly owned. Your team will (almost certainly) not grow as fast as sales, success, support, etc. Even talented PMMs struggle to keep these things relevant and u...

Starting with the customer insight is always the #1 job of a product marketer. Ideal customer profile, target verticals, buyer personas, etc these are things that aren’t ...

This really depends on your product and industry. Let me outline a framework with four elements: The customer perspective The competitor perspective The technology pers...

One of the hardest things for product marketing teams is to keep things up to date! Unfortunately there's no magic bullet here, you have to schedule regular reviews of ba...

Simply put, it's a big commitment of time, effort, and energy to both build and maintain. My advice here is before diving in to build or if your assuming the responsibili...

In short, you can’t hit ‘snooze’ on any of those even after you launched internally new resources and programs. A few ways I used to make sure that doesn’t happen:Make it...

Outdated information is almost worse than having no information since you might be making decisions from data sources that are no longer relevant or valid. To make sure...

There's two parts to keeping all the above content up to date, including content creation and content delivery: Content Creation: This is all about capacity planning of ...

This really requires a dedicated effort and should be owned by Product Marketing. Different industries change at different paces – in some cases, a quarterly review proce...

In the "real world" this is a function of whose responsibility sales collateral is. If it's product marketing, the answer is simple: Supply new collateral when it's time ...

Talk with at least 1 customer a week and you'll never be surprised by any changes! I like to follow Gartner and Forrester for changes in the market, as well as keeping a ...