Product Management and Marketing must work closely together to successfully create and launch products. Because of this, it’s important to be clear on what the shared and unique responsibilities are within the working relationship.
|Product Marketing is DRI||Product Management is DRI|
|Customer-first with orientation towards market||Customer-first with orientation towards product and engineering|
|Providing important market context to the roadmap||Defining the roadmap|
|Receives new product info and product updates from product management teams||Delivers new product info and product updates to product marketing team|
|Responsible for aligning product packaging and messaging with market demands||Responsible for aligning product requirements with market demands|
|Defines key value props and messaging of new and updated products to sales, marketing, and support teams||Delivers technical aspects of new and updated products to product marketing team|
|Closest allies are product management, marketing, and sales||Closest allies are the development team, customer support, customer engineering, and product marketing|
Shared areas of ownership where both teams contribute are:
- Market research, including personas, ideal customer profiles, etc.
- Competitive positioning and analysis
- Go to market planning
- Customer communications
Since we have the same goal of launching products that drive adoption and revenue, we don’t experience a lot of conflict over the shared ownership. When we do, though, we use the clean escalation process to get to the best decision.