Product marketing

Table of contents

  1. Team vision and principles
  2. What we do
  3. Working with other teams
  4. Meet the team
  5. Product launch templates and resources
  6. Resources

Team vision and principles

  • We have a collaborative, efficient, and repeatable motion for bringing new features and products to market.
  • We are a strategic partner for Product, Sales, and Marketing. We do our best work when we’re brought in early.
  • We communicate the value of our products and focus on both the “what” and the “why.”
  • We align our team goals with the broader company goals and our work contributes to both revenue and adoption.
  • We are advocates for our customers. We launch products and make decisions with our customers in mind.

What we do

Tactically, here are the activities Product Marketing will drive and contribute to. This list is not exhaustive and is flexible - there will certainly be times when other teams drive these initiatives.

Drive         Contribute   
GTM launches/New Product Introduction (NPI)Product roadmap
Product messaging and positioning Company messaging and positioning
Pricing and packaging (this is shared with Ops and Product)Sales collateral (pitch deck, outbound messaging) and sales enablement
Customer advocacy and marketing   Community and developer education
Analyst relations PR (drive for new products)
Use cases and value drivers Buyer personas (drive for new products)
Partner marketing Demand generation efforts, content marketing, brand design

Working with other teams

TeamWhere PMM can add valueHow we collaborate
Product/EngineeringProduct roadmap planning and prioritization, bringing new products to market, pricing and packaging, naming, conducting primary and secondary research, product copy, collaborating on content (blog posts, webinars, etc.)PMM will be better able to support feature/product launches and influence the product roadmap with early involvement.
Sales/CEMessaging and positioning, use cases and value drivers, buyer personas, creating external collateral (pitch decks, one sheeters, case studies), product training, competitive intelligence, synthesizing and sharing customer feedbackPMM primarily focuses on “one:many” communication, whereas Sales/CE primarily focus on “one:one” communication. There may be times that PMM is brought in to support a strategic customer or prospect, but the team is not big enough to support every deal.
MarketingMessaging and positioning, buyer personas, content development and review, subject matter expertise, marketing campaigns and programsGiven that many members of the marketing team are relatively new, we’ll figure this out together as we work on key initiatives that span across the entire marketing org.

Meet the team

To learn more about the team, check out our individual READMEs

Product launch templates and resources

Resources