One of the challenges of careers in product management and product marketing is that most people—sometimes even these professionals themselves — aren’t exactly sure where their responsibilities begin and end and where they might overlap with each other. This challenge is compounded by the fact that the roles of a product manager and a product marketing manager may vary significantly across company sizes and industries.
For instance, in some companies, a product manager (Called PM for short) and product marketing manager (Called PMM for short) will struggle to own responsibility for a given function. At the same time, another important function might fall through the cracks because neither product management nor product marketing assumes responsibility for it. Failing to define product management and product marketing responsibilities properly can hamper an organization’s ability to develop the best products possible and bring them to market successfully.
While there are rarely such clean lines of responsibility, these roles can be defined for a hypothetical.
What are the responsibilities of a Product Manager?
A product manager has ultimate responsibility for the product. A product manager’s responsibilities will often include owning the product’s strategy, developing and maintaining the product roadmap, and conveying the roadmap to the development team to ensure they build the product according to plan.
What are the responsibilities of a Product Marketing Manager?
A product marketing manager’s primary responsibility is to communicate the product’s value to the market. A product marketing manager’s responsibility includes training the sales force on how to sell the product, creating marketing materials that communicate product features, and developing marketing tools and campaigns to attract new prospects and customers.
The Product Manager and Product Marketing Manager represent ONE TEAM
One of the key things to understand with these two roles is that they represent a team — indeed, one of the most important teams in an organization when they’re properly handled. In healthy organizations with a good understanding of both roles, the Product Manager and Product Marketing Manager work closely together as a team, and their complementary responsibilities help take a product from the earliest strategy sessions all the way to successful market adoption.
When it comes to Product Management’s Role, how does it work?
The product’s inception will be driven by the product manager (with the help of product marketing), who will first drive the development of the product’s strategy. Then, s/he’ll gather market research, customer feedback, and stakeholder input — and arrive at a strategic plan for the product.
With a strategy in hand, the product manager will then communicate it to her development team, work with them to plan to execute this strategy, and oversee the product’s progress throughout the development phase.
Also, during development, the product manager will have ongoing responsibility for communicating the product’s progress to the executives, sales teams, and other stakeholders. In Product Management, effective stakeholder communication is very key.
When it comes to the Product Management Role, here’s how this works.
In parallel with the product manager leading the product’s development, the product marketing manager will be responsible for learning, understanding, and mastering the product’s strategy, getting to know its customer and user personas, and developing the tools and campaigns that the company will use to introduce and sell this product to the market. Therefore, it is helpful to think of these two roles as complementary and forming a team.
Internally, product marketers often manage their own marketing roadmaps to track overarching marketing goals, strategies, and initiatives. The product manager will collaborate with product marketing to clearly articulate the product’s features, benefits, and value to the market audience. Product marketing is then responsible for communicating these benefits to customers, industry analysts, the media, and the public.
The tools that the product marketing manager chooses might include webinars, advertising, and public relations campaigns, taking the product to tradeshows relevant to the product’s target customers, getting the product covered by relevant industry analysts, etc.
Now, though we’ve described these two roles as part of a team and neither the product manager nor the product marketing manager has any organizational authority, it’s worth pointing out that the product manager has more leverage than the product marketing in most companies. Ultimately, the product manager is responsible for the product’s success or failure — which is why they are often called the product’s CEO.
So, if these two roles are so complementary, you might be wondering, can a single person perform them both? Well, it’s not impossible — assuming you can find a superhuman who doesn’t need to sleep. But I wouldn’t recommend it, and this is simply because each of these roles demand huge workloads, on a daily basis.
For instance, if one person tried to perform the duties of both a product manager and a product marketing manager at the same time, here’s just a portion of what that person’s workload would include:
Extensive market research
Gathering all market information
Working up detailed user/customer/buyer personas
Developing product pricing strategies and structures
Developing and managing the product roadmap
Managing the product backlog
Synthesizing all internal and external stakeholder input on features and priorities
Performing win/loss analyses
Conducting competitive research
Implementing and then analyzing customer surveys
Overseeing the creation of sales and marketing tools
Working with public relations team (or an outside firm)
Working with analyst relations firm
Creating and delivering training for sales and support
In most cases, it would be simply too much work for a person to assume both roles. And because a Product Manager and Product Marketing Manager role would represent too large a workload, some of the tasks listed above — each of which is extremely important and extensive to the product’s success — would not get done.
So, What Product Marketing skills should a Product Manager Develop?
As stated earlier, product management and product marketing roles are fuzzier than most. This means that in some companies, you might find your areas of responsibility as a product manager dipping into what your previous company thought of as “product marketing’s job.”
You may find your role as a product manager to be largely yours to define in other companies.
For either of these reasons — and because it is valuable for you as a product manager to understand what your product marketing counterparts are doing and how they’re doing it — you might want to expand your skillset into some of the areas of product marketing.
Here are a couple of suggestions:
The product marketing team is typically responsible for developing the internal training presentations for sales and support and then delivering these training presentations to those teams. This is to enable the Sales team on what to know, show and tell prospects to enable easier and faster conversion.
But what if your product marketing manager isn’t comfortable standing in front of a group? What if he’s not a very effective speaker or trainer? This is a function you might want to prepare yourself to take on as a product manager. Public speaking and training are highly prized skills to possess.
Here’s another area most product managers leave to product marketing — and, as a result, never fully understand themselves. But understanding how your product marketing team determines which keywords your customer personas use to find your products or those of your competitors is another valuable skill to add to your arsenal.
Learn how your marketing teams use customer discussions, competitive research, and traditional SEO tactics to arrive at the right words to form the right messaging for your products. As a result, you’ll become a more well-rounded product manager.
I hope you find this in understanding how to draw the line between Product Marketing Manager vs. Product Manager.
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Amazon raises Music Unlimited prices
Amazon has announced that it will increase the prices of its Music Unlimited streaming service in the US and the UK on February 21st.
According to a statement on the company’s support page, the Amazon Music Unlimited Individual Plan will increase from $9.99 to $10.99 per month, while the student plan will change from $4.99 to $5.99 per month.
The Family Plan and Single-Device Plan will remain unchanged.
This marks the second time in eight months that Amazon has raised its prices, with a previous increase having occurred in May.
The move comes amid a cost-cutting spree from Amazon, which has included the closure of its charity donation program and the laying off of 18,000 employees.
UK climate accelerator in Nigeria, calls for proposals
The UK Government-funded Climate Finance Accelerator (CFA) Nigeria has issued a call for proposals to mobilize funding for addressing the urgent climate crisis in the country.
The CFA Nigeria is a climate finance platform designed to specifically address the urgency and scale of the climate crisis in Nigeria by generating funding for the country’s transition to a resilient, low-carbon economy.
The private sector has the potential to play a significant role in meeting Nigeria’s climate change commitments, and the CFA aims to provide support to low-carbon projects to increase their chances of securing investment.
The CFA is a public-private initiative that offers substantial value to project developers, financial institutions, and the Federal Government of Nigeria, and it aims to improve the bankability of projects and public-private partnerships.
The platform also seeks to identify policy, regulatory, and fiscal interventions to enable greater flows of finance and build understanding and awareness of the climate finance supply chain between businesses and the government.
How Genomics Will Take Over 2023
The field of genomics studies the genome, which is the whole collection of genetic material that constitutes an organism. Recent advancements in bioinformatics and DNA sequencing technology have allowed for an unparalleled degree of genomic analysis and comprehension, which has resulted in this field’s fast expansion and development.
The potential of genomics to advance healthcare is one of its most intriguing features. By studying the genetic foundation of illnesses, scientists may design novel treatments and therapies that are customized to the particular requirements of individual patients.
For instance, the discovery of genetic abnormalities linked to certain forms of cancer by researchers has sparked the creation of tailored medicines that are more potent and less harmful than conventional chemotherapy.
“Genomics is a powerful tool for understanding the underlying causes of disease and for developing new treatments. It has the potential to transform healthcare and improve the lives of millions of people.” According to the words of Dr. Eric Topol, Professor of Molecular Medicine at The Scripps Research Institute
Agriculture is another industry where genetics is having a huge influence. Scientists can pinpoint the genes responsible for desirable features like disease resistance and high production by studying the genomes of crops. Using this knowledge, new crop types that are more productive and resistant to pests and changing weather conditions may be created.
The study of genomics is also significantly influencing how we perceive evolution and the variety of life. The evolutionary history of several groups of species may be traced and the links between them can be reconstructed by comparing the genomes of various creatures. The mechanisms that have shaped the variety of life as we know it now and the history of life on Earth have been better understood as a result.
However, genomics also raises certain ethical and legal issues. People may be treated differently based on their genetic composition, which presents privacy and discrimination issues as genetic information becomes more widely available.
The use of genetic data for non-medical reasons, such as genetic profiling or genetic engineering, also worries some individuals.
Healthcare, agriculture, and our knowledge of life on Earth might all be revolutionized by genomics, a fast growing science. Although technology offers many exciting potential, there are also significant moral and legal issues that need to be resolved.
In recent years, the area of genomics has already experienced fast growth, and this trend is predicted to continue until 2023 and beyond. In 2023, genomics may become popular in the following ways:
Individualized medicine In 2023, genomics will probably be used more often in customized medicine.
Medical professionals will be able to customize treatments and therapies to meet the unique requirements of individual patients as more genetic information becomes available, leading to more effective and efficient healthcare.
Advanced genetic testing: Complex genetic testing, including whole-genome sequencing, will be available because to developments in DNA sequencing technology. This will make it possible for medical professionals to recognize genetic abnormalities and variations that are linked to certain diseases, enabling earlier diagnosis and more focused therapies.
Gene therapy: In order to cure genetic flaws, a potential new field of medicine called gene therapy involves inserting new genetic material into cells. More gene therapy therapies are anticipated to be licensed and made widely accessible in 2023, giving patients with hereditary illnesses who have no known treatments hope.
Genomic data analytics: New tools for evaluating and interpreting genetic data will be created when this data becomes more widely available. Researchers will then be able to find new targets for medication development and gain a deeper understanding of the genetic underpinnings of illness.
Consumer genomics: Genetic testing has become more affordable, increasing its accessibility to the general population. Consumer genomics, in which people can access their own genetic data and use it to make decisions about their health and wellbeing, will grow as a result of this.
In conclusion, genomics will likely become popular in 2023 as developments in science, technology, and medicine make it feasible to use genetic information to better understand, diagnose, and treat illnesses. Numerous people’s quality of life will continue to rise thanks to the science of genetics.
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