5 Misconceptions about Product Marketing

Many leadership teams get product marketing wrong. Below are some key takeaways that have emerged in the 15+ years I’ve witnessed as a Product Marketing executive and advisor.

  1. Go-To-Market is not *just* a function that should be put into place before a big launch. Go-To-Market is a first principle and should be embedded as a blueprint within an organization. Without a proper Go-To-Market strategy for the COMPANY as well as the product(s), there is no long-term sustainability. You might have one product success, but building a suite of products and packaging them — requires long-term planning and strategic oversight.
  2. After speaking with over 200+ startups on the road all over the world, I’ve found that the success of a company is a reflection of how well the company knows its customers. That means, from a head, heart, and gut perspective. Oftentimes, companies just focus on one or the other: the head, the heart, or the gut, but not all three.
  3. Every company has its own set of values. From those values, there is a “tone” that is set and permeates throughout the organization. Without a long-term vision that pulls the company, the employees will be in a reactive and defensive mode responding to tasks rather than being pulled by a big vision.
  4. A company’s long-term growth is often dependent on the communication skills, resilience, and emotional intelligence of the leadership team.
  5. A company can only grow as much as the emotional maturity of the…

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