The Product Life Cycle (PLC) Process is a Risk Management Process
At its core, the PLC is a smart process to minimize the risk to companies of making poor investment choices. Among other things, the Product Life Cycle Process is a risk management process. When a robust PLC is put in place and practiced by the…
Launch Tiers and How to Use the Launch Tier Form
Use a methodical and collaborative approach to determining the importance of and resources needed for a given launch. I highly recommend that the Launch Tier Form be used with PLC core team members to determine the importance of a given new offering or enhancement. If…
Why You Want a Product Marketing Function
Having a distinct Product Marketing function is part evolution and part smart business sense. I’ve had and seen the use of “Product Marketing” in a variety of contexts when the actual job role is less than true Product Marketing. For instance, I was a “Product…
Products, Services, Solutions, Platforms, Oh My!
Let’s just keep it “Product Marketing” and agree we all know what it means. Just a word for new Product Marketing Managers out there or someone not well versed in Product Marketing. The term “Product Marketing” really captures any of those areas. Yes, a leader…
Characteristics of Great Product Marketers
What Makes for the Best Product Marketing Managers? I’ve acted both in Product Marketing leadership and individual contributor roles throughout my career. As a leader, I’ve thought long and hard about the skillsets and perspective that my best Product Marketing Managers shared. This list is…
Communicating with the Business
As a Product Marketing Leader or Individual Contributor, You Must Communicate Effectively With The Business You Support Generally, it’s easy for Product Marketers to go about their daily business for quite some time without engaging the business they support. After all, the business and its…