Bruce Warren, SVP Product Marketing, VisionCritical
Product Marketing is undervalued in many organizations today, but this is not a fault of management. Rather, it reflects a fundamental misunderstanding of the value the function brings. It is only by clearly defining and articulating the role and how it can contribute to profitable growth that this can be overcome. The presentation covers the key challenges and opportunities of establishing Product Marketing at B2B technology companies.
“Product Marketers should think about their role in two key areas: 1. “Product” focused work (market requirements, buyer personas, competitive intelligence, pricing & packaging, etc.) and 2. “Marketing” focused work (product/solution positioning, marketing planning, Public Relations and Analyst Relations support, sales tools and collateral, etc.). Getting the balance right for your organization’s needs is key to driving the value of the PMM function at your company both for individual contributors and managers.”