Throughout all of my experience leading product marketing and growth strategies, I’ve seen a repeating pattern: product marketing is almost always misunderstood or under-utilized.
This is a shame, because I believe that product marketing is one of the most critical functions at a high-growth SaaS business.
I would even go so far as to say that product marketing is the linchpin to sustainable business growth.
So, if product marketing is this important, why is it misunderstood? What defines an effective PMM team? And how do you go about building one?
Should a PMM have an MBA or a communications degree? Does product marketing sit in product or marketing?
Built for Growth
This 5-part series will answers all of these questions — and more. Expanding on my talk at the Product Led Summit, I’ll walk you through the four simple steps to implementing an impactful product marketing team in your own organization.
Over the next four articles we will cover how to:
- Create your team’s strategic mandate
- Define the role of a Product Marketing Manager
- Position your team within the right department
- Build alignment across the organization
But, first, let’s take a step back and look at what happens when you do not have a product marketing team at the heart of your business.
Moments of Momentum
The average SaaS business probably has some iteration of the departments featured in the wheel below. Each of these teams plays a crucial part in the customer lifecycle, whether it’s attracting prospects, increasing conversion, or reducing churn. Unfortunately, the sad truth is that in many startups, these teams are working in silos. This results in misalignment, conflicting strategies and lost momentum.
Imagine if your product team was building features for SMBs, but your marketing team was acquiring enterprise prospects. Or, your sales team needed a long sales cycle, but the marketing team had set up a short trial duration period.
While each individual team might be meeting their KPIs, they may not have a view of what is happening around them or understand the unintended impact their team is having on others.
Luckily, this is all avoidable. When you have product marketing at the centre of this wheel, you can start to turn those misaligned situations from earlier into moments of momentum, and, eventually, growth.
Stay tuned to learn more about how you can mitigate this risk and experience the power and impact of product marketing for yourself.