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

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

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  1. Establishing the Product Marketing Function Share best practices on how

    to help younger organizations realize the value of product marketing.
  2. NO

  3. 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?
  4. 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
  5. Welcome to Microsoft - first order of business - lets

    bring Windows Vista into the world - its going to be awesome!
  6. WTH is Growth?? Hi! Nice to meet you Wtf is

    a PMM? BRAND PRODUCT GROWTH Ally or foe?
  7. 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
  8. Hi I’m here - Im the new PMM OK we’re

    pretty successful without PMMs so why do we need you?
  9. 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
  10. 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
  11. 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
  12. 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