When is product management not product management? When it’s product marketing, of course. We aren’t trying to be glib, but the reality is that far too many organizations continue to twist the roles and responsibilities of these related, yet different functions. It’s not surprising as to why; product marketing is usually borne out of product management, meaning that unless its evolution is distinct and complete, overlap and confusion reign.
The role of product marketing is evolving from a product-focused to a solutions-oriented function. This move toward solutions positioning in a b-to-b organization will have a significant impact on the legacy product marketing functions. While the range of tasks does not change much, the way in which they are carried out certainly does.
Product Marketing and Management™ (PMM) provides the best practice research, benchmarking data, analytic models and thought leadership on the definition, structure, and responsibilities of the product marketing and management functions, as well as their place in the marketing organization and their relationship to other business units. PMM delivers objective data and intelligence to compare and contrast your own efforts to peer organizations, and provides thought-provoking research on industry trends, best-in-class go-to-market strategies and budget and resource allocation data.
- Compare how your product marketing organization stacks up against your peers
- Understand the strategies, tactics and tools that best-practice organizations are using to ready products and services for the marketplace
- Assess the impact of your product marketing and product management functions with models, tools and frameworks that will allow you to fine tune processes and linkages with other functions
- Gain the latest insight and research from industry thought leaders on how the product marketing and management functions are evolving in the b-to-b environment
REPRESENTATIVE COVERAGE AREAS
- Strategy – Understand how the role of product marketing in the b-to-b environment is shifting from product-focused to solutions-oriented, and what is required to make the shift
- Solution Marketing – Understand the evolutionary stages in the product to solutions shift; horizontal vs. vertical positioning; and alignment with reputation building and communications activities and with the sales readiness function
- Demand Creation – Improve relative targeting and target market definitions and alignment with field marketing, and learn how to account-base market
- Sales Readiness – Ensure you are equipping the sales function with the resources they need to effectively sell your portfolio of products and/or solutions into the market
- Technology – Learn what solutions and services are available to aid the product marketing function in enabling sales readiness
- Solutions Model – details the requirements to move from stage to stage in the product to solutions evolution
- Market Definition Bull’s Eye – a set of characteristics that combine to provide a thorough market assessment
- Marketing Playbook Model – a four layered model on how marketing should develop playbooks
- Account-Based Marketing – a perspective on why product marketing must be leveraged for current and key account marketing
Incorporating PMM into your workflow is easy. Interact with SiriusDecisions research analysts in the manner that suits your needs. You may contact our analysts by phone, send an inquiry by e-mail or participate in interactive webcasts and in-person forums with analysts and peers. You will also have access to published research, presentations and rich media-based content on demand via the client portal.
- Research Briefs: Monthly research notes that frame executive-level sales and marketing issues in a concise layout. Three to four briefs are delivered to you each month, and are archived on the research portal.
- SiriusPerspectives: A monthly newsletter in a concise layout that provides a high-level overview of a sales and marketing topic dealing with demand creation, sales optimization or reputation development.
- Vendor Profiles: Reviews of emerging suppliers who may be beneficial to your demand creation efforts. SiriusDecisions also plots suppliers on our vendor matrices, allowing you to analyze and narrow your choices.
- Core Strategy Reports: Provides key observations and commentary on SiriusDecisions presentations introducing critical models, frameworks and strategies. Tackles more complex sales and marketing issues, and introduces new areas of research in a white paper format.
- SiriusTools: Frameworks, models and issues spectrums that allow you to more easily visualize and communicate your challenges, and to determine the most appropriate courses of action.
- Rich Media: Webcast archives in rich media format that can be replayed at your convenience, shared with team members or used for training purposes.
Analyst Inquiry: Unlimited analyst inquiry privileges are offered as part of PMM membership; you can schedule analyst time via phone or email. Discussions often focus on best practices, data, analytic tools or vendor reviews.
Product Marketing Audit: Each year SiriusDecisions will benchmark your product marketing and management performance against our SiriusIndex™ of Fortune 500 and SMB companies, and provide an independent perspective of your performance compared with your peers.
Events: Peer interaction is a valuable way to understand how other are solving similar issues, and to build your network. PMM membership includes bimonthly Webcasts and quarterly half-day research forums, as well as discounted pricing on all SiriusDecisions conference.
Below, please find a partial list of recently published PMM research.
The SiriusDecisions Product Management Maturity Model
In this brief, we introduce the SiriusDecisions Product Management Maturity Model and describe how it can be used to evaluate a product management organization.
Sorting Out Portfolio Marketing and Sales Enablement
In this brief, we define portfolio marketing and sales enablement, and discuss how the two groups must align to increase the effectiveness of the sales organization.
Crafting a Product or Solution Value Proposition
In this brief, we describe the components of a b-to-b value proposition and provide a worksheet for crafting these components into a statement that will ignite a spark of attraction between a buyer and a b-to-b offering.
The B-to-B Leader's Role in Supporting Customer Orientation
In this brief, we outline four types of support that leaders should provide to ensure that their staff members consistently engage in customer insight activities.
Communicating a Price Increase the Right Way
In this brief, we provide best practices for developing and delivering price increase messaging.
B-to-B Messaging Echelons
In this brief, we present the most common b-to-b messaging echelons and introduce a framework for architecting relevant, motivating value propositions.
Crafting a Product Retirement Communications Plan
In this brief, we describe the key elements of a product retirement communications plan, including key audiences, messages and timeline.
Gaining Clarity: Product Management Roles, Responsibilities and Structure
In this brief, we define the spectrum of product management roles and the responsibilities and reporting relationships of each.
Solutions Model Deep Dive: Integrated
In this brief, we present a best practice approach for developing integrated solutions, as well as risks to avoid.
|Core Strategy Report|
Developing the Business Case - Final
In this SiriusDecisions Core Strategy Report, we provide a template and guidelines that product teams can use to develop and present the final version of the business case.
Product Revenue Planning: Applying the Demand Waterfall
In this brief, we explain how product managers can use the SiriusDecisions Demand Waterfall to estimate sales and validate projections for a new offering.
Pricing New Product Capabilities: To Charge or Not to Charge?
In this brief, we examine the factors to consider when deciding how to price new product capabilities.
Solutions Model Deep Dive: Bundle
In this brief, we present a best practice approach for developing bundled offerings, as well as risks to avoid.
Prioritizing Buyer Personas
In this brief, we present a three-step approach to prioritizing and selecting the buyer personas that will drive the greatest business value for the organization.
Solutions Model Deep Dive: Marketecture
In this brief, we present a best practice approach for developing marketecture offerings, as well as risks to avoid.
Identifying Customer Advocates
In this brief, we outline a best practice approach to identifying customer advocates.
Comparing Total Cost of Ownership: Saas vs. On-Premise Software
To help b-to-b organizations migrate from on-premise software to the software-as-a-service (SaaS) model, software vendors must mitigate concerns about SaaS out-of-pocket costs through total cost of ownership (TCO) comparisons, messaging and offering strategies. In this brief, we describe a six-step process for developing a SaaS vs. on-premise TCO comparison.
Portfolio Marketing: Planning Assumptions 2014
In this brief, we share five key trends that will impact portfolio marketing in 2014.
Product Management: Planning Assumptions 2014
In this brief, we share five key trends that will impact product management in 2014.
Building B-to-B Personas: An Action Plan and Timeline
In this brief, we outline a four-part action plan and timeline for marketers embarking on a persona-building pilot project.