Sorting out Product Management & Product Marketing

Jeff Lash

Jeff Lash, Group Director, Go-to-Market

SiriusDecisions

The relationship between Product Marketing and Product Management can sometimes be strained, contentious or non-existent. There is often confusion or conflict about roles and responsibilities and highly-charged opinions about how the functions should work together. However, in high performing organizations, there is close collaboration between Product Marketing and Product Management. The presentation explored the best practices for both functions, including roles and responsibilities, activities to promote interlock and the evolution of each role.

Insight:

“Just as important as clear responsibilities is the recognition of how the two functions need to interlock throughout the entire innovation, go-to-market and product life cycle process. Even when one role takes the lead on a specific activity or deliverable, they cannot complete it in isolation or just throw things over the wall to each other. High performing product organizations recognize the importance of both roles and structure their processes to ensure alignment.”

We’ve included a link to Jeff’s video presentation.

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