Establishing the product marketing function: how to help younger organizations realize the value of product marketing

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Establishing the Product Marketing Function Share best practices on how to help younger organizations realize the value of product marketing.

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Is product marketing dead?

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What do we do? ● INFORM ROADMAP: What do we build? ● DRIVE THE GTM: How do we bring it to market? ● SCALE & ADOPTION: How do we get customers to use it?

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INFORM ROADMAP: PMM contributes insights that deﬁne the problem space DRIVE THE GTM: PMM leads GTM strategy SCALE & ADOPTION: PMM contributes to campaigns that drive adoption INFORM ROADMAP: PMM contributes to new innovation to extend the product life

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My Journey Part 1: Education

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Welcome to Microsoft - first order of business - lets bring Windows Vista into the world - its going to be awesome!

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Cool! What’s better about it? Its like WOW!

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I will leave the evil empire Welcome to Google! Just see what sticks!

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This is fast, fun and interesting!

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My Journey Part 2: Start up land

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Great! So if you come to Pinterest you can do whatever you want!

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Can I join the table? Im the new PMM BRAND PRODUCT GROWTH

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WTH is Growth?? Hi! Nice to meet you Wtf is a PMM? BRAND PRODUCT GROWTH Ally or foe?

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I drive customer insights, launch new features, and grow our user base! So...What do you do?

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Oh - thats what I do too...

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alignment

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Lesson 1: Know your unique powers and others’

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What are our unique superpowers? I bring in valuable customer insights so we know what to build! I crush launches in a good way! I connect the right users to our message so they use it! The Customer Clairvoyant The Matchmaker Value props are my jam The GTM Connector The Positioner

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So glad you are here. We’re just getting started. Lets go! Hi I’m here - Im the new PMM

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Hi I’m here - Im the new PMM OK we’re pretty successful without PMMs so why do we need you?

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Lesson 2: Counter-Balance growth at all costs mentality

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Feed me

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Advocate for long term customer relationships and say no to growth at all costs

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Lesson 3: Own the GTM first, than move up/down stream

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Evolution of PMM Product management does marketing Product marketing function is created Product marketing does marketing (they launch products) Product marketing is strategic and responsible for revenue

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Typical Web 2.0 PMM Org Evolution Product management does everything Product management creates product marketing function responsible for messaging and launches True partnership and trust between PM and PMM

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Wells thats a wrap Wow I kinda get what you do now

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How can we do more of that?

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Thank you (sob)

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Lesson 4: Company alignment on the product journey

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Here’s what our role are.

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BUILD PM driven PMM strong contributor GTM PMM driven SCALE & ADOPTION Assuming product market ﬁt - brand, ops, comms and growth drives campaigns with strong contribution from PMM INNOVATE PM drives PMM contributes Product marketing fit

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alignment

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What do you think we should build?

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Thank you. (sobs)

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4 lessons from my journey 1. Know your unique powers and others’ 2. Counter-balance growth at all costs mentality 3. Own the GTM first, than go upstream and downstream 4. Company alignment on product journey

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PMMs can tie the product together so customers trust the brand