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Product Marketing vs Product Management

Through the lens of a feature/product lifecycle, what are the critical points of collaboration between product marketing and product management? And what are the lines that distinguish who owns which part?

3 Answers

Becky Trevino

Snow Software Executive Vice President Products • March 2

When looking at the product lifecycle, I typically refer to a framework like Product School’s 7 Phases of Product Development: • Phase 1 – Discovery • Phase 2 – Define • Phase 3 – Design • Phase 4 – Implementation • Phase 5 – Marketing • Phase 6 – Training • Phase 7 - Launch The critical points......Read More

795 Views

For someone who is a mid-career (5-6 years in) Product Marketer and has an opportunity to lean into either PLG or SLG motions, which one would you recommend diving deep into?

3 Answers

Lauren Craigie

Cortex Head of Product Marketing • April 28

Oh interesting! I've done both, but I truly believe PLG is the future for everyone. Or, I should say the paths are likely to converge! New organizational structures that are empowering end-users to make more decisions for themselves, coupled with extremely efficient try>buy experiences are re......Read More

346 Views

What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?

Example: Project Briefs should include: problem, solution, etc.

7 Answers

Becky Trevino

Snow Software Executive Vice President Products • March 2

When the transfer of information between PM and PMM occurs via a Project Brief, it is essential that the PM include a good description of the market problem this feature/product is intended to solve, why is this problem worth pursuing, who cares about it, why is our solution different than anythi......Read More

746 Views

How do product managers and product marketers share the voice of the customer responsibilities?

2 Answers

Abhiroop Basu

Square Product Manager • March 3

PMs should always lead voice of the customer (VoC) programs While PMMs need to have their ear close to the ground when it comes to customer feedback, it's ultimately the PM who will use the feedback to make product decisions. Additionally, PMs should never be in a situation where product feedbac......Read More

732 Views

What advice would you give to a product marketer looking to transition to product management, or vice versa?

3 Answers

Carrie Zhang

Square Product Lead • February 2

* It’s a good idea to try internal transfer if you want to transition from PMM to PM, or vice versa. Learning the craft of a new discipline is not easy. You are more likely to set yourself up for success if you minimize other variables like new company, new product, new team. * Anchor ......Read More

807 Views

Should product marketing report to product management or marketing?

3 Answers

Carrie Zhang

Square Product Lead • February 2

Ha, organizational design questions are always the fun ones. :) These types of questions don’t have a right or wrong answer. Each design will have its pros and cons and it’s all about what you are trying to optimize. When I started in product marketing at Square, we reported into marketing. Abo......Read More

1175 Views

Is it easier to get into a PM role or a PMM role?

2 Answers

Abhiroop Basu

Square Product Manager • March 3

Both roles are quite tough to get into without experience, but PM is marginally easier. 1. Companies will typically have more PMs than PMMs. The PMM to PM ratio is roughly 1:4. Even if the company prioritizes PMM roles, it's rare that the ratio will get higher than 1:2. 2. There are fe......Read More

855 Views

What would you say is the most important objective of the Product Marketing team? The #1 objective that if achieved would impact your business the most?

Product Marketing is usually pulled in 17 directions at any given time so saying "no" is more important than saying "yes". What is the singular highest point of contribution?

3 Answers

Becky Trevino

Snow Software Executive Vice President Products • March 2

The most important business objective for Product Marketing is to help the business achieve its sales targets – for some businesses this will be measured in MRR or ACV. However you measure this number, ensure you understand PMMs role in helping the organization meet it. This is the most important......Read More

671 Views

What are the biggest frustrations you have as a product marketing manager?

The role of product marketing has become more strategic. How is it affecting you?

6 Answers

Teresa Haun

Zendesk Senior Director, Technology Marketing and Communications • February 5

I’m going to split my answer here because the additional question details suggest you may be feeling frustrated that PMM has become more strategic, but for me, the strategic work in product marketing is a large part of why I love the function so much :). I’m hoping I can still be helpful to you i......Read More

4384 Views

How do you track success of Product Launches?

1 Answer

Joshua Lory

VMware Senior Director, Blockchain Go To Market • March 29

Here are some OKRs my teams track for product launches: Awareness - Web, social and blog activity (impressions, engagements and link clicks) Sales if not self-serve - MQLs and SQLs Time to value - how long does it take a customer to onboard and get value? Consumption - How often are new fea......Read More

592 Views