This article is based on a presentation given by Jim Payne at the Product Marketing Summit in Denver. Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.
Product marketing can be very complicated. We do a lot. Does this long list of tasks look familiar to you?
- Building buyer personas
- Taking charge of product launches
- Running campaigns
- Doing competitive intelligence
- Handling all the messaging
- Enabling the sales team
- Running ROI analyses
- Managing pricing
That’s a lot, right? While product marketing looks different at every company, you’re likely responsible for at least a chunk of those tasks. It’s a ton of stuff and it can be hard to manage.
It begs a question: Is this strategy? Is doing all of this stuff strategic?
The answer is absolutely not.
All those tasks and responsibilities we’re grappling with day to day are merely tactical. It’s time to change that.