Product Management versus Product Marketing Management
What is a product?
First, we need to take a look at products. A product can be a physical object, service or even a software. It is crucial for a business. Therefore if you want a successful business, it is important to have a talented product team.
But what does a product manager and what is the difference with a product marketing manager? And do you need both in your team?
Product Manager (PM)
The product manager is mostly very analytic and loves working with figures. Because the main goal of a product manager is to be cost-effective.
What does a great Product Manager?
- Create new products
- Create a product roadmap
- Identifying pain points of customers to target
- Test product on functionality
- Calculating the business value of a product
- Constantly checking reviews of end-users and adapt (in mostly large companies this happens in cooperation with the quality team)
- Looking for the newest technologies and innovations (in mostly large companies this happens in cooperation with the design and/or innovation team)
Product Marketing Manager (PMM)
When the product manager has managed to select the best product(s) it’s time for the product marketing manager to kick in. The PMM is also analytic from nature, but needs to have a strong creative mind as well.
What does a great Product Marketing Manager?
- Create a strong go-to market strategy
- Does constantly market research and competitor analysis
- Identifies product USP’s and value propositions
- Setting up marketing campaigns
- Price strategy
- Strong storytelling to convince end-user of the added value
- Making presentations to support the sales team
Mix and Match
Do you need both in your Product Team?
Mostly in large companies you will find both departments working separately to focus and specialize. In comparison with smaller companies where there is mostly one person in charge of both functions.
Why do you need a talented PMM?
People used to buy products mostly for the quality, but this is something that shifted in time. Because customers are not only looking for good-quality products, they are also searching for an added value, the product must make their lives easier. And for this, it is needed to have a talented Product Marketing Manager in your team.
It’s important to find the right mix in your product team and when they match, you can see your business grow in no-time!
About the author
Chelsea is a Creative Marketer who likes to analyse figures and customer behaviour. Experienced in Product Marketing, Category Management and Marcom. She started her career as a Product Manager in Haier Benelux. She is an enthusiastic consultant with always a big smile on her face.
Want to know more about Chelsea? Feel free to start a conversation with her on LinkedIn.
