The role ofProduct Marketingin the overall scheme of Product Management<br />A discussion<br />By<br />Amrita mathur<br />...
Product Marketing in a technology company is different (sometimes very different) than companies in other industries<br />...
Product Mktg is all about optimizing sales<br />Keeping the product in the Growth <br />or Maturity phase as long as possi...
A symbiotic relationship<br />“Talks” to <br />the market<br />“Listens” to <br />the market<br />
Stages of a product’s lifecycle<br />Initial Market and Competitive Analysis<br />Qualitative Research, Win/Loss…<br />MRD...
Pragmatic Marketing Framework™<br />Less Technical<br />Strategic<br />Tactical<br />More Technical<br />
Functional Split<br />Strategic PM<br />or PLM<br />Product Marketing       <br />Manager<br />Technical PM<br />
Functional Overlap<br />The amount of overlap changes based on:<br /><ul><li> Size of Business
 Stage of Business/Product</li></li></ul><li>Two main functions in Product Marketing<br />
		Email: AmritaMathur@me.com<br />		Twitter: @AmritaMathur<br />		LinkedIn: linkedin.com/in/AmritaMathur<br />		Video blog...
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PCT2010 - Role of Product Marketing

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PCT2010 - Role of Product Marketing

  1. 1. The role ofProduct Marketingin the overall scheme of Product Management<br />A discussion<br />By<br />Amrita mathur<br />self-starter, Product marketer, idea injector. <br />broker of relationships.<br />Here to change the way we do business.<br />
  2. 2. Product Marketing in a technology company is different (sometimes very different) than companies in other industries<br />Product Marketing is “focused marketing” – focused on a particular product/service being brought to market<br />High-level considerations:<br />WHAT products will be offered?<br />WHO will be the target customers?<br />HOW will the products reach those target customers?<br />Introduction<br />
  3. 3. Product Mktg is all about optimizing sales<br />Keeping the product in the Growth <br />or Maturity phase as long as possible<br />
  4. 4. A symbiotic relationship<br />“Talks” to <br />the market<br />“Listens” to <br />the market<br />
  5. 5. Stages of a product’s lifecycle<br />Initial Market and Competitive Analysis<br />Qualitative Research, Win/Loss…<br />MRDs, Business cases, Customer Research, Segmentation<br />Sales/Channel support, Customer Experience, Demand Generation…<br />Product Naming, Messaging, Product Collateral… <br />
  6. 6. Pragmatic Marketing Framework™<br />Less Technical<br />Strategic<br />Tactical<br />More Technical<br />
  7. 7. Functional Split<br />Strategic PM<br />or PLM<br />Product Marketing <br />Manager<br />Technical PM<br />
  8. 8. Functional Overlap<br />The amount of overlap changes based on:<br /><ul><li> Size of Business
  9. 9. Stage of Business/Product</li></li></ul><li>Two main functions in Product Marketing<br />
  10. 10. Email: AmritaMathur@me.com<br /> Twitter: @AmritaMathur<br /> LinkedIn: linkedin.com/in/AmritaMathur<br /> Video blog coming soon to Grouponomics.com<br />Love it or Hate it? Drop me a line<br />

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