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How PMs and PMMs can collaborate and go to market together

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Andrea Saez

Product managers are responsible for the strategy, direction, and outcomes of a product, while product marketing managers are responsible for selling the value of the product and taking it to market. PMMs help define the problem to solve, conduct market research and customer feedback, develop the go-to-market strategy and messaging, and manage product launches. They work closely with PMs during discovery, design, development, and release. Companies can take sales-led, product-led, or hybrid approaches to go-to-market, and the roles and focus areas of PMMs vary depending on the approach.

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PMs vs PMMs - whats the difference? Everything you need to know to go to market as a product team Andrea Saez
About Me Currently Senior PMM @ Unmind Product Manager/Product Marketer for over 10 years Author of the book The Product Momentum Gap 2
3 SOMEONE Product Management can't operate without talking about go-to-market.
Responsible for strategy, direction, and reaching outcomes of the product. 4 Responsible for selling value and taking the product to market. PM PMM PM vs PMM
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7 ANDREA SAEZ A launch does not begin when the feature is done. It begins when the team decided to solve the problem.
01 Who are we building things for Who? Questions PMMs need to answer 02 What problem are we solving? What? 03 What is the value that this brings? Why? 04 How are we pricing / packaging the feature or product How? 8
9 What does this look like in practice? Discovery Design Development Release PM Mapping product to business goals Identify customer challenges and opportunities Define problem to solve Experiments Wireframes, mockups, testing solutions Executing on solution Preparing to bring to market Release Metrics User feedback Iteration PMM Market research Customer research and feedback Competitor analysis Help define problem to solve Help with beta testing and identifying target users GTM strategy Messaging Internal comms and training Pricing/Packaging Release Notes Metrics Market and user feedback
10 Sales-Led Product-Led Hybrid Description Selling to mid-market and enterprise companies, relying on high-touch sales model. B2C or B2B focus, using product to drive adoption, sales and upsell. Combination of self-serve and sales driven models for various market segments. PMM Goal Generate SALs (sales accepted leads) Product activation, adoption, and engagement Sales pipeline + product adoption Focus Areas Positioning and messaging Buyer personas Competitor analysis and market research Sales enablement Launches Analyst relations Positioning and messaging Buyer personas Competitor analysis and market research Launches In-app messaging, tours, experimentation Pricing/Packaging Positioning and messaging Buyer personas Competitor analysis and market research Launches In-app messaging, tours, etc Sales/CS enablement Pricing/Packaging KPIs Accepted pipeline (SALs) Win/Loss rates Retention rates Revenue expansion Qualified leads Account signups vs conversions Retention rate Time to conversion Hybrid approach
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More Related Content

How PMs and PMMs can collaborate and go to market together

  • 1. PMs vs PMMs - whats the difference? Everything you need to know to go to market as a product team Andrea Saez
  • 2. About Me Currently Senior PMM @ Unmind Product Manager/Product Marketer for over 10 years Author of the book The Product Momentum Gap 2
  • 3. 3 SOMEONE Product Management can't operate without talking about go-to-market.
  • 4. Responsible for strategy, direction, and reaching outcomes of the product. 4 Responsible for selling value and taking the product to market. PM PMM PM vs PMM
  • 5. 5
  • 6. 6
  • 7. 7 ANDREA SAEZ A launch does not begin when the feature is done. It begins when the team decided to solve the problem.
  • 8. 01 Who are we building things for Who? Questions PMMs need to answer 02 What problem are we solving? What? 03 What is the value that this brings? Why? 04 How are we pricing / packaging the feature or product How? 8
  • 9. 9 What does this look like in practice? Discovery Design Development Release PM Mapping product to business goals Identify customer challenges and opportunities Define problem to solve Experiments Wireframes, mockups, testing solutions Executing on solution Preparing to bring to market Release Metrics User feedback Iteration PMM Market research Customer research and feedback Competitor analysis Help define problem to solve Help with beta testing and identifying target users GTM strategy Messaging Internal comms and training Pricing/Packaging Release Notes Metrics Market and user feedback
  • 10. 10 Sales-Led Product-Led Hybrid Description Selling to mid-market and enterprise companies, relying on high-touch sales model. B2C or B2B focus, using product to drive adoption, sales and upsell. Combination of self-serve and sales driven models for various market segments. PMM Goal Generate SALs (sales accepted leads) Product activation, adoption, and engagement Sales pipeline + product adoption Focus Areas Positioning and messaging Buyer personas Competitor analysis and market research Sales enablement Launches Analyst relations Positioning and messaging Buyer personas Competitor analysis and market research Launches In-app messaging, tours, experimentation Pricing/Packaging Positioning and messaging Buyer personas Competitor analysis and market research Launches In-app messaging, tours, etc Sales/CS enablement Pricing/Packaging KPIs Accepted pipeline (SALs) Win/Loss rates Retention rates Revenue expansion Qualified leads Account signups vs conversions Retention rate Time to conversion Hybrid approach

Editor's Notes

  • #4: Someone said this.. No idea who! But this isnt just a Brian Chesky thing (not to trigger anyone) - but Product managers really do need to consider GTM aspects when building products.
  • #5: First lets review the two roles.. At a high level, this is what they each are responsible for
  • #6: A good way of visualizing it. A lot of this is going to depend on company size
  • #7: This is what my role currently looks like. I dont lead sales enablement, training or event support - but I do work with teams that do that.
  • #8: The really important thing to remember is this And you can quote me on this one too. It is important to always involve your PMM member or team from the very beginning, not when the feature is done
  • #10: What it looks like in practice.
  • #11: What it looks like in practice.