Learn the difference between a product manager and a product marketing manager, and how the two roles can collaborate effectively.
- Let's talk about the role of a product marketing manager versus that of a product manager. Simply put, the product manager's job is to get the product to the shelf and the product marketing manager's job is to get it off the shelf. The product manager develops the product, the product marketer packages it attractively and designs campaigns to motivate consumers to purchase it. Despite their different job roles, product managers and product marketers have a few things in common. They both invest tremendous effort in knowing who their customer is.
They collaborate with teams across the entire organization and they must work together to see meaningful results. The product marketing manager typically takes on the following responsibilities. Researching the market and segmenting the target customers. Positioning and messaging the product and its features. Understanding the competitive landscape. Securing product and message market fit. And driving demand and adoption of the product. The product manager is focused on being the voice of the customer and championing for what they want internally.
They are deciding what to build and organizing that process. They're understanding the technology and managing scale. Shipping the right product and prioritizing what to build. Now both roles must work hand-in-hand, but it's not always easy. Product managers are often using a different set of success metrics to determine what they're prioritizing. They may be focused on positive user reviews, whereas product marketing might be measuring success by consumer activations or overall brand awareness.
To prevent friction, sit down and clarify goals with product management. Agree to align your goals towards what the company's major objective is. Take time to meet weekly and be transparent and thorough in your communication.
- Identify the phase when it would be best to spend the most money on marketing.
- Recall the question you must continually consider in the development phase.
- Recognize why it might be a good strategy for a company to do a refresh on a product.
- Recognize when tertiary competitors can pose a risk to your market share.
- Explain where to place a product’s value proposition in a team aligning document.