Defining product marketing

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The Product Marketing function is not very well defined. This presentation clarifies roles, responsibilities, skill sets and interactions with other teams in an organization.

The ideas on this presentation were developed after 20 years of product marketing experience at startups to Fortune 50 companies.

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Defining product marketing

  1. 1. Defining Product Marketing Gerardo A. Dada @gerardodada www.theAdaptiveMarketer.com Copyright © 2014 GerardoA. Dada
  2. 2. Product Marketing’s Charter Product Marketing must:  Be responsible for the market success of the product portfolio.  Build a deep knowledge of our market, customers and competitors and guide product roadmap/strategy .  Communicate a market position that is differentiated, clear, defensible and monetizable.  Arm sales (direct and channel) with the knowledge and tools they need to be successful 2 @gerardodada
  3. 3. Product Marketing Responsibilities Market Success Accountability • Revenue plans by product • Pipeline Reviews • Customer • Buying process optimization • Customer loyalty and lifetime customer value • Integrated marketing campaigns Customer and Market Knowledge • Market planning • Segmentation and use cases • Competitive insights • Detailed customer needs • Pricing strategy • Market gaps and opportunities Communicate a Market Position • Messaging and positioning • Content marketing • Sales strategy • Collateral and website • Media outreach & PR • Influencer marketing &AR Equip Sales for Success • Enablement and readiness • Sales tools and training • Channel enablement • Proof points • Objection handling • Media outreach & PR @gerardodada
  4. 4. The Role of Product Marketing 4 CUSTOMER INTIMACY Deep understanding of market, competitors, use cases and customers BUILD PRODUCTS OUR CUSTOMERS WANT Market Requirements that guide whole product development PRODUCT STRATEGY & GTM Guide marketing and sales with market strategy, focus, positioning and customer insights Enterprise Emerging International SEGMENT MARKETING & SALES AR/PR Influencer Relations Product Management MARKET INSIGHTS marketplace customers competitors PRODUCT LINE SUCCESS ACCOUNTABILITY Biz/Corp Dev PRODUCT MARKETING @gerardodada
  5. 5. Evolution of Product Marketing to a strategic role Product development does marketing (early stage) • Product management does marketing (startup) • Product marketing function is created – they ‘launch’ products • Product marketing owns Go-to-Market strategy • Product marketing is strategic and is accountable for revenue • Roadmap • Product requirements • Lifecycle process (i.e. beta) • Program Management • Technical Enablement • Etc. • Product strategy • Market requirements • Pricing and bundling • Revenue accountability • Etc. • Positioning Messaging • Marketing strategy • Website and SalesTools • Sales enablement • Influencer relations (i.e. analysts) • Etc. Traditional product management responsibilities Traditional product marketing responsibilities Shared or determined based on skillset or maturity
  6. 6. Common product org structures PMKPMPM PM PMK TPM PMK BPM Early stage: product management does everything New product marketing function limited to messaging & launch True partnership with shared responsibilities Business product manager owns product strategy and revenue Common product team reporting structures:  Technology orientation: PM reports to engineering, PMK reports to CMO  Discrete Functions: PM reports toVP products, PMK reports toVP PMK, Engineering is separate  Strategic: PM & PMK report to ‘Products and Strategy’VP @gerardodada
  7. 7. Traditional Product Lifecycle INTRODUCTION GROWTH MATURITY DELCINE REVENUE TIME
  8. 8. Product Lifecycle and Product Marketing Market Opportunity Product Design Build Launch (growth) Sell (maturity) EOL (decline) • Market planning • Customer Segments • Opportunity Analysis • Market Requirements • Competitive Landscape • Customer requirements • Use cases • Buying criteria • Pricing and packaging • Positioning • Advisory council • Early adopters • Customer references • Proof points • Influencers • Media outreach • Sales enablement • Eliminate friction • GTM Tactics • Lead generation optimization • Win/Loss • Customer retention • Up-sell & cross- sell • Maximize value • Product and customer bridges • EOL process • Customer satisfaction @gerardodada
  9. 9. Product Development to Launch MRD Market Requirements PRD Product Requirements FRS Functional Requirements Messaging Document Marketing Materials PRODUCT MANAGEMENT RESPONSIBILITY MKTG COMMUNICATIONS @gerardodada
  10. 10. Product Marketing Skills • TheTriangle of PMK competencies – Business, technical (domain) and marketing experience • “T” Shaped skills – Broad knowledge deep experience • Left brain and right brain – Creative and analytical • Sales & Industry experience – Customer’s context and buying process BROAD DEEP @gerardodada
  11. 11. @gerardodada www.TheAdaptiveMarketer.com THANKYOU

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