We break down product marketing’s work into four buckets and work with product as follows during each of the phases:
- Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market data, hone competitive intelligence, and draw on prospect and customer insights to illuminate product/market fit. We collaborate with the product team throughout this whole process to identify and prioritize big questions to answer and then share all the intel with them to influence and inform the product strategy and roadmap decisions. Product of course wants to solve customers’ biggest problems, so most find this research invaluable and welcome the thoughtful, data driven influence.
- Positioning, Messaging, Packaging, & Pricing. PMM develops a customer-facing strategy to uniquely differentiate our offer in the marketplace. Product provides inputs on features, COGs, considerations, etc to help inform pricing and packaging - we generally co-pilot pricing with them. We also have them review drafts and provide input on the positioning and messaging, ensuring we’ve done a good job of highlighting all the ways we provide value and appeal to prospects and users.
- Go-to-Market Strategy. PMM partners with product on defining the product market readiness criteria. We’ll present our GTM strategy, getting alignment on the level of the launch as well as goals and KPIs. Finally, we’ll make sure we’re aligned on all of the associated launch activities before handing the plan off to marketing and sales teams to help bring the campaign to life and execute against the strategy.
- Amplification, Feedback & Refinement. Post launch, we’ll work with product to monitor campaign and product adoption metrics as well as check in with xfn stakeholders like CX, marketing, sales, rev ops, and data science to get the fullest picture of launch success. We’ll jointly strategize on how to make improvements, and host a retro so that we can be on a continual path of improvement.