SlideShare a Scribd company logo

PCT2010 - Role of Product Marketing

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

Recommended

Defining product marketing
Defining product marketingDefining product marketing
Defining product marketingGerardo A Dada
 
Product Management
Product Management Product Management
Product Management Md. Junayedullah Khan
 
Product Management
Product ManagementProduct Management
Product ManagementUtkarsh Bhanawat
 
Product Management
Product ManagementProduct Management
Product ManagementDesign Nation
 
What Is Product Marketing?
What Is Product Marketing?What Is Product Marketing?
What Is Product Marketing?Startup Product Academy, LLC
 
Roles & Responsibilities of product manager
Roles & Responsibilities of product managerRoles & Responsibilities of product manager
Roles & Responsibilities of product managerRaja Ajay Maddineni
 
What Does a Product Manager Do?
What Does a Product Manager Do?What Does a Product Manager Do?
What Does a Product Manager Do?Anthony Mitchell MBA, PMP
 
The Strategic Role of Product Marketing
The Strategic Role of Product MarketingThe Strategic Role of Product Marketing
The Strategic Role of Product MarketingSteve Robins
 

Recommended

Defining product marketing
Defining product marketingDefining product marketing
Defining product marketingGerardo A Dada
 
Product Management
Product Management Product Management
Product Management Md. Junayedullah Khan
 
Product Management
Product ManagementProduct Management
Product ManagementUtkarsh Bhanawat
 
Product Management
Product ManagementProduct Management
Product ManagementDesign Nation
 
What Is Product Marketing?
What Is Product Marketing?What Is Product Marketing?
What Is Product Marketing?Startup Product Academy, LLC
 
Roles & Responsibilities of product manager
Roles & Responsibilities of product managerRoles & Responsibilities of product manager
Roles & Responsibilities of product managerRaja Ajay Maddineni
 
What Does a Product Manager Do?
What Does a Product Manager Do?What Does a Product Manager Do?
What Does a Product Manager Do?Anthony Mitchell MBA, PMP
 
The Strategic Role of Product Marketing
The Strategic Role of Product MarketingThe Strategic Role of Product Marketing
The Strategic Role of Product MarketingSteve Robins
 
Bec doms ppton introduction to product management
Bec doms ppton introduction to product managementBec doms ppton introduction to product management
Bec doms ppton introduction to product managementBabasab Patil
 
From Product Management To Social Product Management
From Product Management To Social Product ManagementFrom Product Management To Social Product Management
From Product Management To Social Product ManagementTom Grant
 
Product management in practice
Product management in practiceProduct management in practice
Product management in practiceBikram Gupta
 
16 steps product managment@ax tantawy
16 steps product managment@ax tantawy16 steps product managment@ax tantawy
16 steps product managment@ax tantawyAbdelrhman Tantawy
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 
Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)Enthiosys Inc
 
Product management 101
Product management 101Product management 101
Product management 101Rajesh Nerlikar
 
What Does A Product Manager Do?
What Does A Product Manager Do?What Does A Product Manager Do?
What Does A Product Manager Do?guestb2755dfc
 
Product focus -- leading product management
Product focus -- leading product managementProduct focus -- leading product management
Product focus -- leading product managementCambridge Product Management Network
 
Lean product management
Lean product managementLean product management
Lean product managementJon Harmer
 
The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...CompellingPM
 
Product Management Roles - Briefly Explained
Product Management Roles - Briefly ExplainedProduct Management Roles - Briefly Explained
Product Management Roles - Briefly ExplainedBrainmates Pty Limited
 
Product Management
Product ManagementProduct Management
Product ManagementYoussef Hodaigui
 
New product development lecture 5
New product development lecture 5New product development lecture 5
New product development lecture 5Shurjeel Ahmed
 
Guide product management
Guide product managementGuide product management
Guide product managementAkash Ghosh
 
Product Development Phases
Product Development PhasesProduct Development Phases
Product Development PhasesKevin Griggs
 
Product management foundations
Product management foundationsProduct management foundations
Product management foundationsPooja T R
 
The role of a product manager
The role of a product managerThe role of a product manager
The role of a product managerDan Tuhoarca
 
SVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting PromotedSVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting PromotedRich Mironov
 
Product Management
Product ManagementProduct Management
Product ManagementSoumya De
 
Product Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product ManagementProduct Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product ManagementAmrita Mathur
 
The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)Rich Mironov
 

More Related Content

What's hot

Bec doms ppton introduction to product management
Bec doms ppton introduction to product managementBec doms ppton introduction to product management
Bec doms ppton introduction to product managementBabasab Patil
 
From Product Management To Social Product Management
From Product Management To Social Product ManagementFrom Product Management To Social Product Management
From Product Management To Social Product ManagementTom Grant
 
Product management in practice
Product management in practiceProduct management in practice
Product management in practiceBikram Gupta
 
16 steps product managment@ax tantawy
16 steps product managment@ax tantawy16 steps product managment@ax tantawy
16 steps product managment@ax tantawyAbdelrhman Tantawy
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 
Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)Enthiosys Inc
 
What Does A Product Manager Do?
What Does A Product Manager Do?What Does A Product Manager Do?
What Does A Product Manager Do?guestb2755dfc
 
Lean product management
Lean product managementLean product management
Lean product managementJon Harmer
 
The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...CompellingPM
 
Product Management Roles - Briefly Explained
Product Management Roles - Briefly ExplainedProduct Management Roles - Briefly Explained
Product Management Roles - Briefly ExplainedBrainmates Pty Limited
 
New product development lecture 5
New product development lecture 5New product development lecture 5
New product development lecture 5Shurjeel Ahmed
 
Guide product management
Guide product managementGuide product management
Guide product managementAkash Ghosh
 
Product Development Phases
Product Development PhasesProduct Development Phases
Product Development PhasesKevin Griggs
 
Product management foundations
Product management foundationsProduct management foundations
Product management foundationsPooja T R
 
The role of a product manager
The role of a product managerThe role of a product manager
The role of a product managerDan Tuhoarca
 
SVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting PromotedSVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting PromotedRich Mironov
 
Product Management
Product ManagementProduct Management
Product ManagementSoumya De
 

What's hot (20)

Bec doms ppton introduction to product management
Bec doms ppton introduction to product managementBec doms ppton introduction to product management
Bec doms ppton introduction to product management
 
From Product Management To Social Product Management
From Product Management To Social Product ManagementFrom Product Management To Social Product Management
From Product Management To Social Product Management
 
Product management in practice
Product management in practiceProduct management in practice
Product management in practice
 
16 steps product managment@ax tantawy
16 steps product managment@ax tantawy16 steps product managment@ax tantawy
16 steps product managment@ax tantawy
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement Framework
 
Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)Agile Product Manager/Product Owner Dilemma (PMEC)
Agile Product Manager/Product Owner Dilemma (PMEC)
 
Product management 101
Product management 101Product management 101
Product management 101
 
What Does A Product Manager Do?
What Does A Product Manager Do?What Does A Product Manager Do?
What Does A Product Manager Do?
 
Product focus -- leading product management
Product focus -- leading product managementProduct focus -- leading product management
Product focus -- leading product management
 
Lean product management
Lean product managementLean product management
Lean product management
 
The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...The Strategic Role of Product Management & Product Marketing in Driving Produ...
The Strategic Role of Product Management & Product Marketing in Driving Produ...
 
Product Management Roles - Briefly Explained
Product Management Roles - Briefly ExplainedProduct Management Roles - Briefly Explained
Product Management Roles - Briefly Explained
 
Product Management
Product ManagementProduct Management
Product Management
 
New product development lecture 5
New product development lecture 5New product development lecture 5
New product development lecture 5
 
Guide product management
Guide product managementGuide product management
Guide product management
 
Product Development Phases
Product Development PhasesProduct Development Phases
Product Development Phases
 
Product management foundations
Product management foundationsProduct management foundations
Product management foundations
 
The role of a product manager
The role of a product managerThe role of a product manager
The role of a product manager
 
SVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting PromotedSVProdCamp - P Roles & Getting Promoted
SVProdCamp - P Roles & Getting Promoted
 
Product Management
Product ManagementProduct Management
Product Management
 

Similar to PCT2010 - Role of Product Marketing

Product Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product ManagementProduct Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product ManagementAmrita Mathur
 
The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)Rich Mironov
 
EL-SIG: How Engineering Works with ProdMgmt
EL-SIG: How Engineering Works with ProdMgmt EL-SIG: How Engineering Works with ProdMgmt
EL-SIG: How Engineering Works with ProdMgmt Rich Mironov
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101vinodharith
 
Easy Marketing and Communications for Technology Startups
Easy Marketing and Communications for Technology StartupsEasy Marketing and Communications for Technology Startups
Easy Marketing and Communications for Technology StartupsClay Braziller, B.Eng, MBA
 
Agile2009 Product Manager - Product Owner Dilemma
Agile2009 Product Manager - Product Owner DilemmaAgile2009 Product Manager - Product Owner Dilemma
Agile2009 Product Manager - Product Owner DilemmaEnthiosys Inc
 
Marketing Outsourcing a Unique Concept
Marketing Outsourcing a Unique Concept Marketing Outsourcing a Unique Concept
Marketing Outsourcing a Unique Concept Sorav Jain
 
Go to Market 101.ppt
Go to Market 101.pptGo to Market 101.ppt
Go to Market 101.pptArief Asmara
 
Direct mail strategy & execution
Direct mail strategy & executionDirect mail strategy & execution
Direct mail strategy & executionJohn Gregory Olson
 
How to reach the next level in B2B sales growth by transitioning from product...
How to reach the next level in B2B sales growth by transitioning from product...How to reach the next level in B2B sales growth by transitioning from product...
How to reach the next level in B2B sales growth by transitioning from product...The Naro Group
 
Pct2010 intro toproductmanagement
Pct2010 intro toproductmanagementPct2010 intro toproductmanagement
Pct2010 intro toproductmanagementProductCamp Toronto
 
B2B Marketing - Chapter 1: Overview about b2b marketing
B2B Marketing - Chapter 1: Overview about b2b marketingB2B Marketing - Chapter 1: Overview about b2b marketing
B2B Marketing - Chapter 1: Overview about b2b marketingCalvin Nguyen
 
sales force management course.ppt
sales force management course.pptsales force management course.ppt
sales force management course.pptYosra Elbanna
 
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.ppt
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.pptRemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.ppt
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.pptahmedabbasmba
 
Product vs Program/Project Management
Product vs Program/Project ManagementProduct vs Program/Project Management
Product vs Program/Project ManagementRich Mironov
 
Marketing in a nutshell
Marketing in a nutshellMarketing in a nutshell
Marketing in a nutshellRefaela Segdan
 
marketing management
marketing managementmarketing management
marketing managementsandeep1arian
 

Similar to PCT2010 - Role of Product Marketing (20)

Product Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product ManagementProduct Marketing in the overall scheme of Product Management
Product Marketing in the overall scheme of Product Management
 
The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)The Agile Product Manager/Owner Dilemma (ProdCampNYC)
The Agile Product Manager/Owner Dilemma (ProdCampNYC)
 
EL-SIG: How Engineering Works with ProdMgmt
EL-SIG: How Engineering Works with ProdMgmt EL-SIG: How Engineering Works with ProdMgmt
EL-SIG: How Engineering Works with ProdMgmt
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101
 
Easy Marketing and Communications for Technology Startups
Easy Marketing and Communications for Technology StartupsEasy Marketing and Communications for Technology Startups
Easy Marketing and Communications for Technology Startups
 
Agile2009 Product Manager - Product Owner Dilemma
Agile2009 Product Manager - Product Owner DilemmaAgile2009 Product Manager - Product Owner Dilemma
Agile2009 Product Manager - Product Owner Dilemma
 
Marketing Outsourcing a Unique Concept
Marketing Outsourcing a Unique Concept Marketing Outsourcing a Unique Concept
Marketing Outsourcing a Unique Concept
 
Sales management
Sales managementSales management
Sales management
 
Go to Market 101.ppt
Go to Market 101.pptGo to Market 101.ppt
Go to Market 101.ppt
 
Direct mail strategy & execution
Direct mail strategy & executionDirect mail strategy & execution
Direct mail strategy & execution
 
How to reach the next level in B2B sales growth by transitioning from product...
How to reach the next level in B2B sales growth by transitioning from product...How to reach the next level in B2B sales growth by transitioning from product...
How to reach the next level in B2B sales growth by transitioning from product...
 
Pct2010 intro toproductmanagement
Pct2010 intro toproductmanagementPct2010 intro toproductmanagement
Pct2010 intro toproductmanagement
 
B2B Marketing - Chapter 1: Overview about b2b marketing
B2B Marketing - Chapter 1: Overview about b2b marketingB2B Marketing - Chapter 1: Overview about b2b marketing
B2B Marketing - Chapter 1: Overview about b2b marketing
 
sales force management course.ppt
sales force management course.pptsales force management course.ppt
sales force management course.ppt
 
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.ppt
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.pptRemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.ppt
RemiMJJ_SFMNotesFrom2008May_BookReleaseSF-A1-engb-2006(1023)-1.ppt
 
Product vs Program/Project Management
Product vs Program/Project ManagementProduct vs Program/Project Management
Product vs Program/Project Management
 
Marketing in a nutshell
Marketing in a nutshellMarketing in a nutshell
Marketing in a nutshell
 
G Commins - Sales & marketing
G Commins - Sales & marketingG Commins - Sales & marketing
G Commins - Sales & marketing
 
marketing management
marketing managementmarketing management
marketing management
 
AS 4Ps 2021.docx
AS 4Ps 2021.docxAS 4Ps 2021.docx
AS 4Ps 2021.docx
 

More from ProductCamp Toronto

ProductCamp Toronto-2018-hidden-requirements
ProductCamp Toronto-2018-hidden-requirementsProductCamp Toronto-2018-hidden-requirements
ProductCamp Toronto-2018-hidden-requirementsProductCamp Toronto
 
Roadmunk tpma presentation oct 27_2016
Roadmunk tpma presentation oct 27_2016Roadmunk tpma presentation oct 27_2016
Roadmunk tpma presentation oct 27_2016ProductCamp Toronto
 
Who Am I Working With? Alexandra Bialek
Who Am I Working With? Alexandra BialekWho Am I Working With? Alexandra Bialek
Who Am I Working With? Alexandra BialekProductCamp Toronto
 
Let's Talk business cases ProductCamp Toronto 2015
Let's Talk business cases ProductCamp Toronto 2015Let's Talk business cases ProductCamp Toronto 2015
Let's Talk business cases ProductCamp Toronto 2015ProductCamp Toronto
 
Price it right with dmitry shesterin
Price it right with dmitry shesterinPrice it right with dmitry shesterin
Price it right with dmitry shesterinProductCamp Toronto
 
Navigating the maze of oem terms with dmitry shesterin
Navigating the maze of oem terms with dmitry shesterinNavigating the maze of oem terms with dmitry shesterin
Navigating the maze of oem terms with dmitry shesterinProductCamp Toronto
 
Marketing Personas (product camp jul2015)
Marketing Personas (product camp jul2015)Marketing Personas (product camp jul2015)
Marketing Personas (product camp jul2015)ProductCamp Toronto
 
Job Networking for Product Marketing & Product Management
Job Networking for Product Marketing & Product ManagementJob Networking for Product Marketing & Product Management
Job Networking for Product Marketing & Product ManagementProductCamp Toronto
 
Product marketing excellence (product camp Toronto jul2015)
Product marketing excellence (product camp Toronto jul2015)Product marketing excellence (product camp Toronto jul2015)
Product marketing excellence (product camp Toronto jul2015)ProductCamp Toronto
 
YOUR Roadmap: Developing a career plan (Product Management)
YOUR Roadmap: Developing a career plan (Product Management)YOUR Roadmap: Developing a career plan (Product Management)
YOUR Roadmap: Developing a career plan (Product Management)ProductCamp Toronto
 
Ux Design Basics ProductCamp Toronto2013
Ux Design Basics ProductCamp Toronto2013Ux Design Basics ProductCamp Toronto2013
Ux Design Basics ProductCamp Toronto2013ProductCamp Toronto
 
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-AllenProductcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-AllenProductCamp Toronto
 
Productcamp toronto-2013-pricing-Alaine_Meloche
Productcamp toronto-2013-pricing-Alaine_MelocheProductcamp toronto-2013-pricing-Alaine_Meloche
Productcamp toronto-2013-pricing-Alaine_MelocheProductCamp Toronto
 
How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...ProductCamp Toronto
 
ProductCamp Toronto 2012 Re-Engineering Your Sales Process
ProductCamp Toronto 2012 Re-Engineering Your Sales ProcessProductCamp Toronto 2012 Re-Engineering Your Sales Process
ProductCamp Toronto 2012 Re-Engineering Your Sales ProcessProductCamp Toronto
 
ProductCamp Toronto 2012 Legacy of Blame
ProductCamp Toronto 2012 Legacy of BlameProductCamp Toronto 2012 Legacy of Blame
ProductCamp Toronto 2012 Legacy of BlameProductCamp Toronto
 
2011 - Best Practices In Forecasting
2011 - Best Practices In Forecasting2011 - Best Practices In Forecasting
2011 - Best Practices In ForecastingProductCamp Toronto
 
PCT2010 - Requirements Simplified
PCT2010 - Requirements SimplifiedPCT2010 - Requirements Simplified
PCT2010 - Requirements SimplifiedProductCamp Toronto
 

More from ProductCamp Toronto (20)

ProductCamp Toronto-2018-hidden-requirements
ProductCamp Toronto-2018-hidden-requirementsProductCamp Toronto-2018-hidden-requirements
ProductCamp Toronto-2018-hidden-requirements
 
Roadmunk tpma presentation oct 27_2016
Roadmunk tpma presentation oct 27_2016Roadmunk tpma presentation oct 27_2016
Roadmunk tpma presentation oct 27_2016
 
Who Am I Working With? Alexandra Bialek
Who Am I Working With? Alexandra BialekWho Am I Working With? Alexandra Bialek
Who Am I Working With? Alexandra Bialek
 
Let's Talk business cases ProductCamp Toronto 2015
Let's Talk business cases ProductCamp Toronto 2015Let's Talk business cases ProductCamp Toronto 2015
Let's Talk business cases ProductCamp Toronto 2015
 
Price it right with dmitry shesterin
Price it right with dmitry shesterinPrice it right with dmitry shesterin
Price it right with dmitry shesterin
 
Navigating the maze of oem terms with dmitry shesterin
Navigating the maze of oem terms with dmitry shesterinNavigating the maze of oem terms with dmitry shesterin
Navigating the maze of oem terms with dmitry shesterin
 
Marketing Personas (product camp jul2015)
Marketing Personas (product camp jul2015)Marketing Personas (product camp jul2015)
Marketing Personas (product camp jul2015)
 
Job Networking for Product Marketing & Product Management
Job Networking for Product Marketing & Product ManagementJob Networking for Product Marketing & Product Management
Job Networking for Product Marketing & Product Management
 
Product marketing excellence (product camp Toronto jul2015)
Product marketing excellence (product camp Toronto jul2015)Product marketing excellence (product camp Toronto jul2015)
Product marketing excellence (product camp Toronto jul2015)
 
YOUR Roadmap: Developing a career plan (Product Management)
YOUR Roadmap: Developing a career plan (Product Management)YOUR Roadmap: Developing a career plan (Product Management)
YOUR Roadmap: Developing a career plan (Product Management)
 
Ux Design Basics ProductCamp Toronto2013
Ux Design Basics ProductCamp Toronto2013Ux Design Basics ProductCamp Toronto2013
Ux Design Basics ProductCamp Toronto2013
 
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-AllenProductcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
 
Productcamp toronto-2013-pricing-Alaine_Meloche
Productcamp toronto-2013-pricing-Alaine_MelocheProductcamp toronto-2013-pricing-Alaine_Meloche
Productcamp toronto-2013-pricing-Alaine_Meloche
 
User Experience Design for PLMs
User Experience Design for PLMsUser Experience Design for PLMs
User Experience Design for PLMs
 
How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...How to keep your Product Management sanity and perspective: John Milburn (Pra...
How to keep your Product Management sanity and perspective: John Milburn (Pra...
 
ProductCamp Toronto 2012 Re-Engineering Your Sales Process
ProductCamp Toronto 2012 Re-Engineering Your Sales ProcessProductCamp Toronto 2012 Re-Engineering Your Sales Process
ProductCamp Toronto 2012 Re-Engineering Your Sales Process
 
ProductCamp Toronto 2012 Legacy of Blame
ProductCamp Toronto 2012 Legacy of BlameProductCamp Toronto 2012 Legacy of Blame
ProductCamp Toronto 2012 Legacy of Blame
 
2011 - Best Practices In Forecasting
2011 - Best Practices In Forecasting2011 - Best Practices In Forecasting
2011 - Best Practices In Forecasting
 
PCT2010 - Structuring a PM team
PCT2010 - Structuring a PM teamPCT2010 - Structuring a PM team
PCT2010 - Structuring a PM team
 
PCT2010 - Requirements Simplified
PCT2010 - Requirements SimplifiedPCT2010 - Requirements Simplified
PCT2010 - Requirements Simplified
 

Recently uploaded

Human Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsHuman Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsMark Billinghurst
 
Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Scott Keck-Warren
 
Next-generation AAM aircraft unveiled by Supernal, S-A2
Next-generation AAM aircraft unveiled by Supernal, S-A2Next-generation AAM aircraft unveiled by Supernal, S-A2
Next-generation AAM aircraft unveiled by Supernal, S-A2Hyundai Motor Group
 
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 3652toLead Limited
 
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking MenDelhi Call girls
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Allon Mureinik
 
Understanding the Laravel MVC Architecture
Understanding the Laravel MVC ArchitectureUnderstanding the Laravel MVC Architecture
Understanding the Laravel MVC ArchitecturePixlogix Infotech
 
SIEMENS: RAPUNZEL – A Tale About Knowledge Graph
SIEMENS: RAPUNZEL – A Tale About Knowledge GraphSIEMENS: RAPUNZEL – A Tale About Knowledge Graph
SIEMENS: RAPUNZEL – A Tale About Knowledge GraphNeo4j
 
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking MenDelhi Call girls
 
Benefits Of Flutter Compared To Other Frameworks
Benefits Of Flutter Compared To Other FrameworksBenefits Of Flutter Compared To Other Frameworks
Benefits Of Flutter Compared To Other FrameworksSoftradix Technologies
 
Unblocking The Main Thread Solving ANRs and Frozen Frames
Unblocking The Main Thread Solving ANRs and Frozen FramesUnblocking The Main Thread Solving ANRs and Frozen Frames
Unblocking The Main Thread Solving ANRs and Frozen FramesSinan KOZAK
 
CloudStudio User manual (basic edition):
CloudStudio User manual (basic edition):CloudStudio User manual (basic edition):
CloudStudio User manual (basic edition):comworks
 
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...Integration and Automation in Practice: CI/CD in Mule Integration and Automat...
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...Patryk Bandurski
 
Artificial intelligence in the post-deep learning era
Artificial intelligence in the post-deep learning eraArtificial intelligence in the post-deep learning era
Artificial intelligence in the post-deep learning eraDeakin University
 
How to convert PDF to text with Nanonets
How to convert PDF to text with NanonetsHow to convert PDF to text with Nanonets
How to convert PDF to text with Nanonetsnaman860154
 
Azure Monitor & Application Insight to monitor Infrastructure & Application
Azure Monitor & Application Insight to monitor Infrastructure & ApplicationAzure Monitor & Application Insight to monitor Infrastructure & Application
Azure Monitor & Application Insight to monitor Infrastructure & ApplicationAndikSusilo4
 
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmatics
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmaticsKotlin Multiplatform & Compose Multiplatform - Starter kit for pragmatics
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmaticscarlostorres15106
 
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
Enhancing Worker Digital Experience: A Hands-on Workshop for PartnersEnhancing Worker Digital Experience: A Hands-on Workshop for Partners
Enhancing Worker Digital Experience: A Hands-on Workshop for PartnersThousandEyes
 

Recently uploaded (20)

Human Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsHuman Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR Systems
 
Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024
 
Next-generation AAM aircraft unveiled by Supernal, S-A2
Next-generation AAM aircraft unveiled by Supernal, S-A2Next-generation AAM aircraft unveiled by Supernal, S-A2
Next-generation AAM aircraft unveiled by Supernal, S-A2
 
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
 
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)
 
Understanding the Laravel MVC Architecture
Understanding the Laravel MVC ArchitectureUnderstanding the Laravel MVC Architecture
Understanding the Laravel MVC Architecture
 
SIEMENS: RAPUNZEL – A Tale About Knowledge Graph
SIEMENS: RAPUNZEL – A Tale About Knowledge GraphSIEMENS: RAPUNZEL – A Tale About Knowledge Graph
SIEMENS: RAPUNZEL – A Tale About Knowledge Graph
 
E-Vehicle_Hacking_by_Parul Sharma_null_owasp.pptx
E-Vehicle_Hacking_by_Parul Sharma_null_owasp.pptxE-Vehicle_Hacking_by_Parul Sharma_null_owasp.pptx
E-Vehicle_Hacking_by_Parul Sharma_null_owasp.pptx
 
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men
 
Benefits Of Flutter Compared To Other Frameworks
Benefits Of Flutter Compared To Other FrameworksBenefits Of Flutter Compared To Other Frameworks
Benefits Of Flutter Compared To Other Frameworks
 
Unblocking The Main Thread Solving ANRs and Frozen Frames
Unblocking The Main Thread Solving ANRs and Frozen FramesUnblocking The Main Thread Solving ANRs and Frozen Frames
Unblocking The Main Thread Solving ANRs and Frozen Frames
 
CloudStudio User manual (basic edition):
CloudStudio User manual (basic edition):CloudStudio User manual (basic edition):
CloudStudio User manual (basic edition):
 
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...Integration and Automation in Practice: CI/CD in Mule Integration and Automat...
Integration and Automation in Practice: CI/CD in Mule Integration and Automat...
 
Artificial intelligence in the post-deep learning era
Artificial intelligence in the post-deep learning eraArtificial intelligence in the post-deep learning era
Artificial intelligence in the post-deep learning era
 
How to convert PDF to text with Nanonets
How to convert PDF to text with NanonetsHow to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
 
Azure Monitor & Application Insight to monitor Infrastructure & Application
Azure Monitor & Application Insight to monitor Infrastructure & ApplicationAzure Monitor & Application Insight to monitor Infrastructure & Application
Azure Monitor & Application Insight to monitor Infrastructure & Application
 
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmatics
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmaticsKotlin Multiplatform & Compose Multiplatform - Starter kit for pragmatics
Kotlin Multiplatform & Compose Multiplatform - Starter kit for pragmatics
 
Vulnerability_Management_GRC_by Sohang Sengupta.pptx
Vulnerability_Management_GRC_by Sohang Sengupta.pptxVulnerability_Management_GRC_by Sohang Sengupta.pptx
Vulnerability_Management_GRC_by Sohang Sengupta.pptx
 
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
Enhancing Worker Digital Experience: A Hands-on Workshop for PartnersEnhancing Worker Digital Experience: A Hands-on Workshop for Partners
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
 

PCT2010 - Role of Product Marketing

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