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The Secret to Becoming a
Product Management & Marketing
Dynamic Duo
Jordyn Zucker & Allie Bollman, Doctor.com
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What We’ll Cover:
● The difference between a PM and PMM
● Product Lifecycle
○ Case Study
● Our secret - and how you can implement it
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Product Marketing cannot exist without
Product Management
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The difference between a PM & PMM
Product Manager
Product Managers are responsible for the
strategy, roadmap, and feature definition
of a product or product line.
Product Marketing Manager
Product Marketing Managers are
responsible for positioning and
messaging, launching the product and
ensuring users understand it’s value to
drive demand and usage.
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Discovery Concept
Development
Prioritization Development Launch Maintenance
Product Development Stages
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Discovery
Concept
Development
Prioritization
Development
Launch
Maintenance
Conduct
competito
r analysis
Customer
research
Identify
product
gaps
PM
M
PM
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Discovery
Concept
Development
Development
Maintenance
Test
marketing
prototype
Brainstorm
solutions
Create
product
spec
Prioritization
PM
M
PM
Launch
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Discovery
Concept
Development
Development
Maintenance
Align with
CS, sales
&
marketing
Stakeholder
communicati
on
Align with
engineeri
ng
Prioritization
PM
M
PM
Launch
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Discovery
Concept
Development
Development
Maintenance
Scope
launch
plan
Rollout
timeline
Partner
with
engineeri
ng
Prioritization
PM
M
PM
Launch
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Discovery
Concept
Development
Development
Maintenance
Coordinat
e beta &
full launch
Launch
planning &
training
Coordinat
e
technical
rollout
Prioritization
PM
M
PM
Launch
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Discovery
Concept
Development
Development
Maintenance
Adoption
& usage
campaign
s
Collect &
analyze
customer
data
Product
iteration
Prioritization
PM
M
PM
Launch
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Case Study
Communicating ROI to Customers
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Discovery
Concept
Development
Prioritization
Development
Launch
Maintenance/
Analytics
Problem: lack of customer clarity around ROI
Idea: tie customer data to tangible steps of the patient journey
High: previous monthly report no longer performed as intended
Quick turnaround: balance tech capabilities & marketing quick wins
Rollout: internal training and introduction to customers
Next steps: already ideating/prioritizing future iterations
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Align around a common goal that keeps
you on the same team
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Key Takeaways
1. Find your common goal
2. Set up a recurring PM <> PMM meeting
3. Track products & upcoming launches in a shared space
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Questions?