“Translation Please?” Why Product Marketing plays a critical role as a translation layer

Want to know a secret trick to product marketing? Acting as a translation layer between your product and the rest of the world.

Photo by Ilyass SEDDOUG on Unsplash

There are few “fundamental truths” across product marketing, since the role varies so widely.

Yet for me, across all the different roles I’ve held — from big company to small, global corporations to startups, new products to established ones — there’s been one common thread. Product marketing serves as a critical translation layer between the product and just about everyone else.

Whether it’s…

• Breaking down technical concepts for sales, customers, and partners to better understand
• Framing a new feature in terms of why and how it matters (not just what it does)
• Positioning a message in context of a specific vertical, use case, or customer persona
• Or channeling market insights back to impact product roadmap

…product marketing has an incredible opportunity to adapt, interpret, tailor, and articulate what stakeholders need to know…