I work very closely with Product Marketing Managers (PMM), and was very lucky to meet wonderful, experienced, and incredibly knowledgeable individuals in the past. Many companies have slightly different job responsibilities and goals for PMMs with remarkably diverse set of performance metrics. This book gives a concise summary of the PMM responsibilities and a few best practices any organization can explore.
What does PMM do? “Defining the positioning and messaging of company’s products as well as planning and executing product releases and launches.“
Product positioning constantly changes as products, technologies, and markets evolve. PMM also creates case studies, sales training materials, attends external events, and prepare materials for the internal ones.
An interesting tool PMMs might prepare is Proactive RFP.
There are two version of the “Proactive RFP:” one contains questions about the products, while the other one contains answers. The version with questions only is available on the web site for download, and the list of answers is used internally.
The author advocating using buyer personas and also “Jobs To Be Done” approach, which does not require personas.
A good internal check to understand if the company employees understand the product: randomly pick a person from each business unit and ask following questions. Can they answer the questions? Are these questions consistent?
- Using no more than five words, what is your product offering?
- What is the elevator pitch to expand upon the first question?
- What are some differentiation points that set our product apart from its competition?
Interesting: if a specific positioning or messaging is successful in one industry, everyone might have to adopt it. For example, the product might need to be “certified” and the company would benefit from collecting as many certifications as possible.
Good sales tool: sales wins videos, where the sales rep explains the sales process and what helped to close the sale.