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

Transcript

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

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5. Is product marketing dead?
   

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6. NO
   

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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?
   

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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
   

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10. My Journey
    Part 1: Education
    

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

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

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

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15. This is fast, fun
    and interesting!
    

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16. My Journey
    Part 2: Start up land
    

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

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

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

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

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21. Oh - thats
    what I do
    too...
    

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23. alignment
    

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24. Lesson 1:
    Know your unique powers and others’
    

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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
    

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

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27. 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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28. Lesson 2:
    Counter-Balance growth at all costs mentality
    

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29. Feed me
    

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

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

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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
    

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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
    

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

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36. How can we do
    more of that?
    

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37. Thank you
    (sob)
    

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38. Lesson 4:
    Company alignment on the product journey
    

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39. Here’s what our role are.
    

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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
    

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42. alignment
    

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43. What do you
    think we should
    build?
    

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44. Thank you.
    (sobs)
    

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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
    

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47. PMMs can tie the product
    together so customers
    trust the brand
    

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