The Problem with Market and Competitive Research
Is It Time for Marketing Teams to Think About Market and Competitive Research in a Different Way? In my experience as a Product Marketer and Product Marketing leader, there’s always the question that floats around, “Who does market and competitive research?” This question comes up…
Product Marketing Persona Template
Sometimes when we’re trying to convey information on personas, it’s difficult to condense all the pertinent information and do so in a way that is memorable. I created this design and had the bright idea to use celebrity (not just Hollywood) images to make the…
Launch Plan Template – Update
I’ve updated the launch plan template based on learnings from my latest launch. Feel free to use in your launch planning processes. I also recommend checking out the Launch Tier form as a methodical way to determine a launch tier. For more information on the…
Product Marketing: The Factory and Distribution Channels
Product Marketing is the Factory and the Other Competency Areas in Marketing Are the Distribution Channels I’ve used this analogy before and the last time I did was a couple years back when interviewing with the head of Demand Generation at the company I currently…
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…
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…
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…
When Product Management is De-linked from a PLC
Surprisingly, the very group that would benefit most from a robust Product Lifecycle process is not the one that always champions its implementation. Surprisingly, the very group that needs a PLC is not always the organization to drive a PLC process. Product Managers and leaders…
Small or Large – Why You Want a Product Life Cycle (PLC) Process
For all the recognized importance of having a solid PLC process in place, to their detriment very few organizations actually do. In my time as a Product Marketer, I’ve been at small and large organizations. And I can tell you that for all the recognized…