Over the past several months, I’ve led several roundtables in different cities on the topic of how to align product management and product marketing – as the subject has attracted a lot of interest from both product management and portfolio marketing (including product, solution, segment and services marketing) leaders. These roundtables are intimate, invite-only events for our clients where we facilitate open discussion between functional leaders from different b-to-b organizations on a chosen topic of interest.
One crucial aspect of aligning the two functions is having a standard and agreed-upon process to follow for innovating and bringing products to market. This is where the SiriusDecisions Product Marketing and Management (PMM) Model is key as a best-in-class approach to facilitating the cross-functional alignment needed to bring complex offerings to life.
Beyond that, however, there are many best practices we’ve helped companies to implement in their organization and that our clients have shared with us during roundtables. Here are three practical tips for aligning product management and product marketing that we’d like to share as a result of those sessions:
Need more support on how to improve the alignment between your product management and product marketing teams? Contact SiriusDeicisions to learn how we can help.
Jeff Lash is Vice President and Group Director of Go-to-Market at SiriusDecisions, where he leads the Product Management and Portfolio Marketing Research and Advisory Services. A recognized thought leader in product management, he has over 15 years of experience in product management, product development, product marketing, and user experience design. Follow Jeff on Twitter at @jefflash.