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PCT2010 - Role of Product Marketing

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The role ofProduct Marketingin the overall scheme of Product Management A discussion By Amrita mathur self-starter, Product marketer, idea injector. broker of relationships. Here to change the way we do business.
Product Marketing in a technology company is different (sometimes very different) than companies in other industries Product Marketing is “focused marketing” – focused on a particular product/service being brought to market High-level considerations: WHAT products will be offered? WHO will be the target customers? HOW will the products reach those target customers? Introduction
Product Mktg is all about optimizing sales Keeping the product in the Growth or Maturity phase as long as possible
A symbiotic relationship “Talks” to the market “Listens” to the market
Stages of a product’s lifecycle Initial Market and Competitive Analysis Qualitative Research, Win/Loss… MRDs, Business cases, Customer Research, Segmentation Sales/Channel support, Customer Experience, Demand Generation… Product Naming, Messaging, Product Collateral…
Pragmatic Marketing Framework™ Less Technical Strategic Tactical More Technical
Functional Split Strategic PM or PLM Product Marketing Manager Technical PM
Functional Overlap The amount of overlap changes based on: ,[object Object]
Stage of Business/Product,[object Object]
Email: AmritaMathur@me.com Twitter: @AmritaMathur LinkedIn: linkedin.com/in/AmritaMathur Video blog coming soon to Grouponomics.com Love it or Hate it? Drop me a line

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PCT2010 - Role of Product Marketing

  • 1. The role ofProduct Marketingin the overall scheme of Product Management A discussion By Amrita mathur self-starter, Product marketer, idea injector. broker of relationships. Here to change the way we do business.
  • 2. Product Marketing in a technology company is different (sometimes very different) than companies in other industries Product Marketing is “focused marketing” – focused on a particular product/service being brought to market High-level considerations: WHAT products will be offered? WHO will be the target customers? HOW will the products reach those target customers? Introduction
  • 3. Product Mktg is all about optimizing sales Keeping the product in the Growth or Maturity phase as long as possible
  • 4. A symbiotic relationship “Talks” to the market “Listens” to the market
  • 5. Stages of a product’s lifecycle Initial Market and Competitive Analysis Qualitative Research, Win/Loss… MRDs, Business cases, Customer Research, Segmentation Sales/Channel support, Customer Experience, Demand Generation… Product Naming, Messaging, Product Collateral…
  • 6. Pragmatic Marketing Framework™ Less Technical Strategic Tactical More Technical
  • 7. Functional Split Strategic PM or PLM Product Marketing Manager Technical PM
  • 8.
  • 9.
  • 10. Email: AmritaMathur@me.com Twitter: @AmritaMathur LinkedIn: linkedin.com/in/AmritaMathur Video blog coming soon to Grouponomics.com Love it or Hate it? Drop me a line