According to Ryan, it’s a bit of a dance between product management and product marketing … that sometimes leaves your engineers holding the bill. It’s an opportunity for people from across the company (generally a representative from each team) to ask questions. Marketers can bring unique perspectives on customer needs to product. What marketers will need to work on: Successfully partnering with engineering is a critical part of product management. This helps get Product, Engineering, and Marketing on the same page in terms of what’s being built and why. Without a shared understanding of what this metric is, it becomes possible for a product to falter despite great execution from marketers and product managers. Remember, “The experience is the product” – so set shared goals, remove any barriers to collaboration between marketing and product, and get both teams some direct facetime with your customers. The Outbound function is responsible for getting the word out once the product (including MVP or beta) is built. What do I mean by this? From budget allocations across dozens of channels and thousands of campaigns and publishers to creative testing and conversion optimization to forecasting ROI and LTV, marketers make most of their decisions with data. If you consider the total Product Development Lifecycle, there are two main interaction stages between Marketing — generally Product Marketing — and Product Management. Remember, “ The experience is the product ” – so set shared goals, remove any barriers to collaboration between marketing and product, and get both teams some direct facetime with your customers. The entire team that touches a product should have a shared agreement of the product’s key success metrics. The important element is that the teams have discussed and agree on what their key metrics are because it enables constructive discussion around prioritization and impact of their activities. Then, if you can, attend meetings with PMs that you work with and just take notes. The world's largest community for product people, built by product people. Find the best people for the job and let them take it on—org charts and job descriptions be damned. 1. . If your company doesn’t have a formal program for transitioning to PM, you will need to take initiative and be creative in order to demonstrate that you can do the job. Get product management and marketing working together as early as possible in the product planning process. Ensuring that the team stays focused, and making consistent, rational decisions that lead to impactful outcomes is one of the hardest, but most important parts of a career in product. The product launch slipped two months but a different feature was just released with no notice, and now we’re on the hook for promoting it. So, that’s product development. While this created an extra step, it was a critical element to building consensus on what is getting messaged both on the site and in the product. However, often these two functions struggle to work effectively together. © 2011 - 2020 Mind the Product Ltd. All Rights Reserved. Or we’d determine whether to develop a potential feature based on sales feedback and customer requests. Cross-team conflicts, inter-team conflicts, sudden requests from leadership, re-orgs, lawsuits, regulations, outages, competition, and upset customers are all things that a PM will have to deal with on a regular basis. I would love to hear your own stories as well and am happy to answer any questions. Likewise, Marketing has the inside scoop on what excites and engages users and turns them into customers – so let’s look at some practical ways we can get that kind of seamless collaboration going. But your organization should base these responsibilities on which people and teams are best-equipped to do an outstanding job handling them—not on anyone’s title, or your existing notion of which job or department is “supposed to” manage a given initiative. In my blog post about Uber, I mentioned that I transitioned from Growth Marketing to Product Management. If these things are allowed to take hold in a company’s culture, you can imagine the possible results. Product teams are focused on the user of their product with an emphasis on interaction, features and functionality. I hope these tips help anyone interested in making a career transition. Ryan broke it down as such: “Product Management is kind of like inventory. This will keep both teams from falling into silo mode, and will also help keep everyone focused on the company’s big-picture objectives. It’s a common-sense approach, but customer attitudes are shifting significantly, which means there’s a growing need for both teams to get each other’s backs in order to effectively deliver a seamless customer experience. Outline different options for addressing the problem with pros, and cons. Is it ideal for a product manager to plan a product without a go-to-market plan to grow it? Marketing needs to know a product’s unique selling proposition, its key differentiators, and how an informed sales rep would pitch it to a prospect, so that they can do their best work in crafting the collateral pieces that product management will be asking for. We’re all familiar with some variation of the traditional linear marketing funnel. A regular business review creates an environment for collaborative problem solving and shared ownership. Facebook has a popular saying that “Nothing at Facebook is someone else’s problem.” If there is a problem that is not being addressed by any teams, everyone has the opportunity to take the initiative try to solve it. He offered a ton of incredible insight into how product management and product marketing teams can work together effectively. This Matrix Will Help You, Self-serve first: the overlooked but essential paradigm underlying great software companies, How to Scale a Magical Experience: 4 Lessons from Airbnb’s Brian Chesky, Finding my path: blurring the lines between PM and VC, A Three-Step Framework For Solving Problems . However, often these two functions struggle to work effectively together. The product marketing manager uses the product strategy (along with the established overall marketing strategy) to create the go-to-market strategy.
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