Product Marketing vs Product Management

How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?
They want to convey 20+ features to the public when we should only focus on top 3-5 features then figure out what the true benefit is to the end user.
11 Answers
Mike Flouton
Mike Flouton
GitLab VP, ProductSeptember 7
You're basically asking how to get PM to do their job. It sounds like the PM in your example just lacks a fundamental understanding of that they need to do. That's a HUGE issue. My advice? Forget about the PM and look at his/her boss and the CEO. Is this a systemic issue with the company, or is m...Read More
559 Views
3 Answers
Becky Trevino
Becky Trevino
Flexera Chief Product OfficerMarch 1
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
1189 Views
3 Answers
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingApril 27
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
698 Views
7 Answers
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJune 7
The more context the better. PMMs should help to fill in the gaps, but a product brief should include: - What problem this product / feature solves - Who it solves for and insights about this audience - Why we solve it differently (different > better) - Timeline with milestones to get there ...Read More
749 Views
2 Answers
Abhiroop Basu
Abhiroop Basu
Square Product ManagerMarch 2
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
1194 Views
3 Answers
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 1
* 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
1511 Views
3 Answers
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 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
1701 Views
2 Answers
Abhiroop Basu
Abhiroop Basu
Square Product ManagerMarch 2
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
1388 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
Becky Trevino
Flexera Chief Product OfficerMarch 1
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
1025 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
Marie Francis
Marie Francis
Workday Senior Product Marketing ManagerOctober 25
Hiring! My big challenge right now, to quote our head of sales, is that there's not enough of me to go around. That's not meant to be self-congratulatory--when the need for your function exceeds your resources, it's a challenge and frustration! You have to be relentless in your prioritization and...Read More
1092 Views