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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 />
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 />
Product Mktg is all about optimizing sales<br />Keeping the product in the Growth <br />or Maturity phase as long as possible<br />
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 />MRDs, Business cases, Customer Research, Segmentation<br />Sales/Channel support, Customer Experience, Demand Generation…<br />Product Naming, Messaging, Product Collateral… <br />