Latest Article: Are PRDs Dead? »
It’s surprising to me how many high tech company executives assume product managers can handle two very different roles – product management and product marketing. What’s the difference? Well, we see product management as largely an “inbound” responsibility leading a cross functional team of product development, marketing, finance, operations, tech support, and management. Product managers are the veritable “general manager” of the product business. See my post on “10 Reasons to have Superb Product Management” for a deeper treatment on that role. The job of Product marketing, equally essential, is mostly focused on “outbound” areas such as:
We’ve found that few product managers can handle both responsibilities well because the ideal qualifications for the two roles can be quite different. We believe the marks of a great Product Marketing Manager are:
We’ll cover performance metrics in another blog post. Please let us know your own thoughts on Product Marketing Management in a high tech company.
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