Launch Plan Template
Crossing the Bridge Between Knowing How Important Your Launch Is and How to Allocate Marketing Resources to that Launch I’ve talked a bit about the importance of the Product Life Cycle (PLC) to Product Marketers and larger organizations overall. I’ve also talked about the importance…
Helping Product Management Understand the Role of Product Marketing
Conveying the Role of Product Marketing to Product Management Teams is Critical to Set the Right Tone for What They Can Expect A common problem for Product Marketers is that their Product Manager counterparts don’t always understand or appreciate their role. This leads to consternation…
A Healthy Tension
If You Have Tension Between the Teams In Your Product Life Cycle (PLC) Process, Congratulations! You’re Probably Doing Something Right. I’ve always been process-oriented since the very beginnings of my career. I can probably thank the Business Process Improvement training I had as an Internal…
How Should You Organize Your Product Marketing Team?
How Should You Organize Your Product Marketing Team and What’s the Ratio You Should Maintain Between Product Marketing and Product Management? These would seem like two separate topics but they are intertwined somewhat. You can’t make changes to portfolio coverage without considering the impact on…
What’s the Difference Between Positioning and Messaging?
Positioning and Messaging Go Hand in Hand but Their Meaning is not Interchangeable I’ve found colleagues in and outside of marketing sometimes use these phrases interchangeably. However, they really aren’t interchangeable. They have distinct meanings though I can understand why there sometimes is confusion. Let’s…
Having a Finger on the Pulse of the Changing Conversation in the Marketplace
Sensing How the Market is Changing in Small and Large Ways is a Sign of a Tuned-in Product Marketer Periodically, there are times when, as a Product Marketer, you can sense a shift in the ‘conversation’ in the market. That’s what I call a change…
Product Marketing and PowerPoint Go Hand in Hand
Great Product Marketers Are Also PowerPoint Ninjas We’ve talked about a lot of tools that Product Marketers have at their disposal. However, there is one tool that is a critical resource for Product Marketers. Microsoft PowerPoint. Microsoft PowerPoint is so powerful for conveying information and…
Analyst Relations and Product Marketing
Depending on Your Industry, Analyst Relations Can Be a Valuable Tool for Product Marketers Product Marketers have a lot of tools at their disposal. One critical one, depending on your industry, is Analyst Relations for a variety of reasons. We see a number of advantages…
Managing Content Inventory
The Lowest Priority Item is Also the Biggest Headache I know what you’re thinking. This is the last topic you ever want to read about – how do you manage your content inventory. However, as a Product Marketer, we fight a daily struggle to have…