Read on Twitter
Longish thread on why product marketing always loses to demand gen.
:Deep breath in:!
This sucks but it’s true, product marketing loses most arguments with demand gen.
Why?
CMO says: Where should we invest?
:Deep breath in:!
This sucks but it’s true, product marketing loses most arguments with demand gen.
Why?
CMO says: Where should we invest?
The demand kids come in with lots of data and charts and specific projections.
The PMMs roll up with an exciting narrative, a big launch plan, and deep customer insights.
Both sound great but......
Leadership is risk adverse. A bird in hand is worth two in the bush.
The PMMs roll up with an exciting narrative, a big launch plan, and deep customer insights.
Both sound great but......
Leadership is risk adverse. A bird in hand is worth two in the bush.
So we lose. Launch gets a weak investment and the company pumps more money into ads and SEO.
How do we change this? Bring product marketing from an art, to a science.
Here is the path:
How do we change this? Bring product marketing from an art, to a science.
Here is the path:
1. Project revenue impact of launches.
2. Quantify voice of the customer w/ NPS.
3. Leverage sales team to be advocates of product marketing.
4. Build real repeatable benchmarks for launches.
5. Message test.
6. Prove out impact of product marketing w/ consumer psychology.
2. Quantify voice of the customer w/ NPS.
3. Leverage sales team to be advocates of product marketing.
4. Build real repeatable benchmarks for launches.
5. Message test.
6. Prove out impact of product marketing w/ consumer psychology.
