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Jan 16, 2019 12:51:26

Syncing marketing and product teams

by @hum | 224 words | 🐣 | 215💌

Sarah Hum

Current day streak: 0🐣
Total posts: 215💌
Total words: 107318 (429 pages 📄)

If the quote “build it and they will come” were true, product marketers would be out of a job. Of course, it’s not that easy.

If your team isn’t doing any product marketing, you’re missing out. Product marketing is the link between your company and your customers. They translate your new features into solutions to problems that your customers are facing.

[image: product team -- product marketing -- customers]

One responsibility as a product marketer is driving adoption an engagement with new products and features. A crucial part of that is staying in sync with the product team.

  • What are they working on?
  • When are they launching it?
  • What are the core use cases?

Oftentimes, especially at bigger companies, staying in sync is easier said than done. The product team is heads-down, busy building out features on their own timeline. As a marketer, you don’t want to be constantly chasing product managers down for updates.

[image: poke PM]

Luckily, the product roadmap is usually stored somewhere. Product teams use tools like Jira to keep track of what’s being worked on.

So why is it still so hard for marketers to stay up-to-date?

Tools like Jira are built for technical teams. They include lists of feature specs and bugs. Rarely do they include the reasons behind building the feature or helpful customer anecdotes. 

…to be cont'd

From Sarah Hum's collection:

  • 1

    @hum A solid product marketer can really make or break a product rollout. I'm in the busy Product Manager role and it is a challenge to translate the features into marketing copy that will get clients excited when it's just one of many things on your list. Amazon had an interesting idea that entailed writing a press release as the first step in the feature creation process. That press release was used to get buy-in from the wider company before any development resources were spent.

    Scott Wittrock avatar Scott Wittrock | Jan 16, 2019 04:22:13
    • 1

      @scottwittrock I was trying to remember which company said they wrote press releases before building the product! Thanks for bringing that up Scott.

      Sarah Hum avatar Sarah Hum | Jan 16, 2019 15:49:08
  • 1

    @hum Also engineering teams don't speak in the language of the customers, product managers are busy talking to existing customers/users and building out roadmaps with use-cases. Product Marketing, I'm afraid to say, are forever trailing behind. Not a fan of this group of people at all, but maybe that's just because I haven't seen anyone doing it well yet - whatever that looks like.

    Gabriel Greco avatar Gabriel Greco | Jan 15, 2019 23:25:21
    • 1

      @gabrielgreco Yeah, it's tough to do your job as a product marketer when people don't keep you in the loop. I think product neglects marketing in general.

      Sarah Hum avatar Sarah Hum | Jan 16, 2019 15:52:26
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