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

Transcript

4. Establishing the Product Marketing Function Share best practices on how to help younger organizations realize the value of product marketing.
5. Is product marketing dead?
6. NO
7. 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?
9. 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
10. My Journey Part 1: Education
11. Welcome to Microsoft - first order of business - lets bring Windows Vista into the world - its going to be awesome!
12. Cool! What’s better about it? Its like WOW!
14. I will leave the evil empire Welcome to Google! Just see what sticks!
15. This is fast, fun and interesting!
16. My Journey Part 2: Start up land
17. Great! So if you come to Pinterest you can do whatever you want!
18. Can I join the table? Im the new PMM BRAND PRODUCT GROWTH
19. WTH is Growth?? Hi! Nice to meet you Wtf is a PMM? BRAND PRODUCT GROWTH Ally or foe?
20. I drive customer insights, launch new features, and grow our user base! So...What do you do?
21. Oh - thats what I do too...
23. alignment
24. Lesson 1: Know your unique powers and others’
25. 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
26. So glad you are here. We’re just getting started. Lets go! Hi I’m here - Im the new PMM
27. Hi I’m here - Im the new PMM OK we’re pretty successful without PMMs so why do we need you?
28. Lesson 2: Counter-Balance growth at all costs mentality
29. Feed me
31. Advocate for long term customer relationships and say no to growth at all costs
32. Lesson 3: Own the GTM first, than move up/down stream
33. 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
34. 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
35. Wells thats a wrap Wow I kinda get what you do now
36. How can we do more of that?
37. Thank you (sob)
38. Lesson 4: Company alignment on the product journey
39. Here’s what our role are.
40. 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
42. alignment
43. What do you think we should build?
44. Thank you. (sobs)
46. 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
47. PMMs can tie the product together so customers trust the brand