The Product Marketing Manager: How They Bring Value to The Market
A Product Marketing Manager (PMM), is one of the least understood roles in the technology industry. I sat down with an industry veteran to make some sense of it. As it turns out, the role differs from company to company.
The spectrum of the position ranges from the strategic level to the communication level. We explore more strategic roles, more communication roles, activities in each, and what the organizational hierarchy says about the role.
Strategy
On the strategic side, this means finding out what is unique within a market about a company’s offering, and steering the company and/or its product to position itself in the place that will lead to success.
Market Research & Analysis
To identify how a product or company is unique, the product marketing manager (PMM) needs to obtain a clear picture of the market. This is achieved via market research & analysis. One way to go about this is to pay a research company to put together a report — but this can be very expensive. Another way to do it is by managing an analyst, who can help answer questions and hypotheses posed by the PMM. A third way is to have the PMM identify, gather, analyze and present the market research and analysis.
The steps here are ‘Segmentation’, ‘Targeting’ and ‘Positioning’. In Segmentation the PMM needs to break down the market and find who is relevant. For example, this can involve identifying the ‘TAM’ (total addressable market), ‘SAM’, serviceable addressable market, and ‘SOM’ serviceable obtainable market.
Once the segments are clear, comes the targeting. In this part, the PMM has to assess which segment to go after. This is as strategic as it gets.
Once the target segment has been identified, comes ‘positioning’. That is how to maneuver the company or product so that it is desirable to the SOM (serviceable obtainable market). They also must consider where the market is going, not only where it is now.
Pricing
Empowered PMMs also have a lot of say about pricing. They have to understand the pertinent economics. They will have to convince management (like CFOs) that the pricing and packages that they suggested are accounted for.
Packaging
This answers how we bundle increments of value to the end-users. Like, should this feature be in free, or in premium?
Communications
On the communications side, it involves executing on that position — communicating that unique value proposition via whatever channels necessary. For example, defining the messages in a way that will be receptive to the target audience. Representing and speaking on the company’s behalf at conferences. Empowering sales. Activities include working on:
- Messaging for the product suite — Which message will best position the product, and target the right segment?
- Documentation — This includes sales kit like training, pitches, elevator pitches. It includes product marketing guides, and guidance for internal and external communications like release briefs.
- Sales Empowerment — The PMM can sometimes write the actual presentation to be used by sales team. This is because PMM is expected to know in detail the status.
- Marketing materials — Here as well the PMM has to make sure the train is promoting the right messages through every medium.
- Copywriting — Executing the messaging into website, promotional material, articles. It is rare that PMMs actually write copy.
Organizational Hierarchy
The location of the PMM role within the organizations hierarchy says a lot about what is expected of the role.
PMM in Marketing Department
This is a common setup. The PMM will report to the VP Marketing. As the name of the department suggest, the PMM will be involved more on the communication side, rather than the strategic. She will work with Marketing Communications (MarCom) to translate the messages to its various touchpoints — social media, press, ad campaigns, etc.
PMM Directly under CEO
In this setup, the PMM reports directly to the CEO. The role has power, autonomy from department heads, and a seat at the table. It is likely that the role is closer to the strategic side. The role will be expected to work ‘matrix’ — with each department. Note that this is not a common setup.
PMM in Product Department
In this hierarchy, the PMM will work closely with the Product Managers and the role will be more strategic. Stakeholders from other departments (like marketing, sales) are the customers/users.
PMM Roles Vary
The role of the PMM can vary dramatically between companies. The scope of responsibilities and activities can differ, as can the placement of the role within the organizational structure. If you want to find out more, Product School explains more about the role. Good luck and thank you for reading.
About this Series
This article is part of a series on Product Management Lessons based on my experiences.
About the Author
I’m a UX Designer turned Product Manager, with experience in startups, freelance, and international B2B2C companies. Writing helps me reflect & continuously learn. Connect with me on Twitter.
Special thanks to Tremis Skeete, Executive Editor at Product Coalition for the valuable input which contributed to the editing of this article.
