How Can Product Managers Help Marketing?

Whether you as a Product Manager report into Marketing, Development, or another group, you play a critical role in helping Marketing position and explain the product so that the message resonates with your product's prospects.

The Marketing folks are the experts at taking an image of your software product and polishing it until it really shines. They can make the product message sound truly compelling, and artfully express how you stand compared to the competition.

But except for a minority of exceptional 'marketeers', Marketing is submerged in the day-to-day mechanics of generating the message, the collateral, the supporting materials, and talking to all necessary audiences from media to investors to prospective business partners.

What the Marketing folks don't have, and it's the raw material that they absolutely need to portray the power of your product, is the specific and essential perspective on the business users of your product and why they use it.

Take a look at How Can Product Managers Help Marketing? to see how you as Product Manager--and you may very well be the only one who can do this--can contribute to Marketing in order to make your product's marketing stand out in the busy, crowded, and uncertain software market that we find ourselves in today.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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