This can be a huge challenge, and I certainly feel for you. Overall, I think it
comes down to open and transparent communication between Product and Product
Marketing, and the organization at large.
Overall, I think there are a few things you can do to get ahead of this:
1. Transparent Roadm...more
There are varying opinions on this, but from my POV, it should be as early as
possible. It's a journey to get to this though, and won't happen overnight.
Also, our contributions will change as well.
In early roadmap planning, it's about ideation (both blue sky thinking, and
what's possible nea...more
Every product launch has to land. The stakes are high for product marketers and
the pressure is real. That’s when you REALLY want messaging research in your
corner saying: “We prepared for this. We got this!” Because without
understanding exactly how customers are using your product, how it fits into
their day, and the true value it offers, your messaging could fall flat. The
awesome Jeffrey Vocell has seen his fair share of launches in 11 years as a PMM.
In this episode, he shares his approa...more
This is a great question. I think there are a few ways of testing messaging
* Ask one rep, or a small team, to position your product in a specific way.
This is a very clear feedback loop, and you'll see what works and what
doesn't really quickly. Depending on the size of your...more
I feel like the answer to this could be it's own book. 😊
Ultimately, a PMM should be the "quarterback" of a launch and should be driving
success at each stage. From the moment you hear about a large launch coming you
should focus on:
* Aligning the team around that product
* Communicating c...more
This is a great question. As product marketers, I think we often confuse this
terminology, and due to the common use of these terms it amplifies the
perception they are different. From my point of view, there are differences
between positioning and messaging which I’ll cover here, but everything ...more
Measuring the success of messaging overall generally ties back to product launch
goals — whether that’s a sales or revenue number, or more user/signup focused.
That being said, if you’re working on positioning and messaging outside of a
launch then I’d look at metrics like length of sales cycle, ...more
Good question. Part of this depends on what channels and content you (and the
other teams) plan to create. Try to take at least one of the longer-tail pieces
of your launch, like potentially a web-based tool and then work backward to
determine what the right timeframe is.
For many launches, I...more
I think Mike [/profile/mike-flouton] covered one of the most important skills,
but there are certainly others. A few recommendations:
* Take a look at the Pragmatic Marketing courses. Most of their courses are
geared towards product managers (PM), but they do have a "launch" course