Strategic Product Marketing Initiatives for Enhanced Growth
Discover how Product Marketing Management (PMM) drives customer insights, positioning, and sales enablement to achieve organizational goals. Learn about key priorities, go-to-market strategies, and actionable steps for successful product launches and customer retention.
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Presentation Transcript
PMM Foundations
PMM at {Insert Organization} Initial Priorities What PMM Provides Working with PMM Agenda Megan Pratt Marketing
PMM gathers, packages up and delivers customer, product and market information Customer Insights Sales Enablement Market Insights Positioning Product Marketing Messaging Product Insights Content
PMM fits at anywhere product, customer or market information goes or flows. Marketing CEO/Founder Sales Product Marketing Product Customer Success
Product Marketing at {Insert Organization} *Note: Fill in the below with your specific examples. By So That We Will Implementing a win/loss analysis process Executing a cross- functional product launch framework Assessing and serving sales team needs NOTE these should serve the priorities in the "we will" section Win rates reach x% Conversion rates increase by x% Retention improves to x% We obtain x new customers NOTE these should be concrete and connected with your organization's goals. Manage the Go-to- Market Process Own Messaging and Positioning Create and execute a sales enablement strategy NOTE these should be specific, concrete and actionable.
Product Marketing Priorities 30 days 60 days 90 days Overhaul sales deck Complete 3 interviews with lost ops Create one sheet for key personas Complete total of 6 interviews with lost ops Revamp key website pages Outline a go-to market process Complete total of 6 interviews with new customers Implement go-to- market process Complete 3 customer interviews
PMM + Marketing PMM is responsible for bringing positioning, messaging, and go-to- market planning. Product Marketing Marketing Marketing is responsible for taking that message, position and product launch into action. Customer insights Market insights Product information Sales enablement Marketing channels Message testing Content distribution Marketing analytics
PMM + Customer Success PMM is responsible for bringing competitive info, product launch info and enablement Product Marketing Customer Success Competitive info Product launch info Enablement Customer insights Product feedback Customer Success brings back customer and product feedback.
PMM + Sales Product Marketing Sales PMM is responsible for bringing competitive info, product launch info and enablement Sales brings back customer feedback about message and product, and new competitive intelligence Competitive info Product launch info Enablement Customer insights Messaging feedback Competitive info
PMM + Product Product Marketing Product PMM is responsible for the product launch process, and customer and market intelligence. Product launch process Customer intelligence Market intelligence Product roadmap Release timing In-product messaging Product is responsible for the product roadmap, release timing and in-product messaging.
PMM + CEO/Founder PMM is responsible for the customer and market intelligence that leads to messaging and positioning. Product Marketing CEO/Founder Customer intelligence Market intelligence Positioning Messaging Strategic Narrative Company strategy Company alignment Strategic narrative The CEO/Founder takes that information and creates the company strategy and alignment.
Working with PMM For New Requests Timeframes One sheet: 2 weeks Slides: 1 week New battlecard: 2 weeks Webpage: 2 weeks Please {insert instructions for initiating tasks. An Asana form?} Give as much detail as possible Questions? Don't hesitate to ask!
Need More? Visit ProductMarketingHouse.com for Product Marketing consulting, coaching and on-demand education. Find Megan on LinkedIn for tips, tricks and leadership lessons learned
