Organizations frequently don't have a formal product marketing function established, but instead have scattered resources to accomplish the going to market process. This frequently causes ongoing problems where the necessary work is not getting completed and or clear roles and responsibilities have not been clearly talked through and defined. Establishing and clearly defining the product marketing function can significantly streamline the going to market process and drive growth.
1. Establish Relationship Interlock with
Product Management
• Align on KPI’s
• ID how we want to work together
• ID specific roles & responsibilities (Establish who
owns what. Pragmatic Marketing Framework, etc.)
How To Establish Product Marketing: Top 4 Priorities
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2. Establish Relationship Interlock with Primary
Business Stakeholders
• Marketing & PR
• Ask & Listen: ID the deliverables that will empower marketing teams to
be effective
• Align on KPI’s
• ID how we want to work together/ process
• Sales & Customer Support
• Ask & Listen: ID the deliverables that will empower teams to be most
effective
• Align on KPI’s
• ID how we want to work together/ process
How To Establish Product Marketing: Top 4 Priorities
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3. Establish Product Marketing Baseline: ID Current
State of Info and Deliverables
• Research
• TAM by segment, market growth rate by segment, market penetration by
competitor. We will ID where to focus our resources, time and money.
• Market Research: Industry analyst reports & analyst relations (IDC, Gartner,
Forrester, etc.)
• Competitive analysis (SWAT)
• Customer research qual and quant by segment: ID key customer insight for
each segment and learn customer preferred buying process, etc.
• Current Going-to- Market Plans & Process
• ID current GTM materials in use and launch process
• Understand what’s effective and gaps
How To Establish Product Marketing: Top 4 Priorities
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4. Product Marketing Team Buildout Preparation
• ID high priority immediate term product marketing
needs and ensure support (1st 6 months)
• Key product launches or key business initiatives
• ID current FTE’s for PMM team and ID need for new
FTE’s to build and support the PMM function
• Exec dashboard buildout
How To Establish Product Marketing: Top 4 Priorities
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5. Establish Relationship Interlock with Product Management
•Align on KPI’s
•ID how we want to work together
•ID specific roles & responsibilities (Establish who owns what. Pragmatic Marketing Framework, etc.)
Establish Relationship Interlock with Primary Business Stakeholders
•Marketing & PR
•Ask & Listen: ID the deliverables that will empower marketing teams to be effective
•Align on KPI’s
•ID how we want to work together/ process
•Sales & Customer Support
•Ask & Listen: ID the deliverables that will empower teams to be most effective
•Align on KPI’s
•ID how we want to work together/ process
Establish Product Marketing Baseline: ID Current State of Info and Deliverables
•Research
•TAM by segment, market growth rate by segment, market penetration by competitor. We will ID where to focus our resources, time and money.
•Market Research: Industry analyst reports & analyst relations (IDC, Gartner, Forrester, etc.)
•Competitive analysis (SWAT)
•Customer research qual and quant by segment: ID key customer insight for each segment and learn customer preferred buying process, etc.
•Current Going-to- Market Plans & Process
•ID current GTM materials in use and launch process
•Understand what’s effective and gaps
Product Marketing Team Buildout Preparation
•ID high priority immediate term product marketing needs and ensure support (1st 6 months)
•Key product launches or key business initiatives
•ID current FTE’s for PMM team and ID need for new FTE’s to build and support the PMM function
•Exec dashboard buildout
How To Establish Product Marketing: Top 4 Priorities
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