Defining product marketing

Gerardo A Dada
Gerardo A DadaMarketing Strategy & Technology Product Marketing
Defining
Product
Marketing
Gerardo A. Dada
@gerardodada
www.theAdaptiveMarketer.com
Copyright © 2014 GerardoA. Dada
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
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
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
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
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
Traditional Product Lifecycle
INTRODUCTION GROWTH MATURITY DELCINE
REVENUE
TIME
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
Product Development to Launch
MRD
Market Requirements
PRD
Product Requirements
FRS
Functional Requirements
Messaging
Document
Marketing
Materials
PRODUCT MANAGEMENT RESPONSIBILITY
MKTG COMMUNICATIONS
@gerardodada
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
@gerardodada
www.TheAdaptiveMarketer.com
THANKYOU
1 of 11

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Defining product marketing

  • 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. 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. 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. 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. 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. Traditional Product Lifecycle INTRODUCTION GROWTH MATURITY DELCINE REVENUE TIME
  • 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. Product Development to Launch MRD Market Requirements PRD Product Requirements FRS Functional Requirements Messaging Document Marketing Materials PRODUCT MANAGEMENT RESPONSIBILITY MKTG COMMUNICATIONS @gerardodada
  • 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