Marketing, as a concept, is about creating conditions within a firm and its external environment that enable effective distribution of products or services. Product marketing, on the other hand, takes this a step further. It is about activating distribution channels and engaging the human resources, automated systems, and artificial intelligence technologies that are out there in the field, executing marketing tasks.

Now, it may happen that despite the best efforts of the organization, a certain marketing activity fails to deliver the expected results. Every functional manager within the organization may have tried their hand at resolving the issue, but to no avail. In such scenarios, it's the product marketer who steps in. Why? Because a product marketer is not just an employee, but an expert who understands consumer behavior and actions in depth. Their role is to evaluate the situation, identify the underlying issues, and make the necessary changes to rectify the problem and steer the marketing activity back on track.

Here, I have illustrated the marketing process as the trunk of this branch. Product marketing is the inner sap that powers the marketing process, while campaigns and marketing activities, which consumers appreciate or see, are depicted as leaves making the branch complete.

The other part of product marketing is research. It involves building a continuously improving and expanding organized customer knowledge documentation. It seeks to find areas of new opportunities, validate them with research, and then connect them to marketing strategy.

Without this research, the branch’s sap would dry out, and competition will eat up the brand presence.

The job of Product Marketing is to make DM feel they can be successful, and of DM is to make the customer feel they can be successful.

The job of a PMM starts when strategy has been set and has to be implemented. They will also be continuously testing the effectiveness of the strategy and its associated outputs and help re-evaluate them in the face of go-to-market development in the market.

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If marketing is about enabling distribution from the conditions of the firm and its external environment, product marketing is about activating distribution or activating the humans, automation, and AI in the field doing marketing’s tasks.

Activating Distribution/ Strategy Consultation

• You have to manage multiple projects which are on the GTM radar, while researching and sunsetting new and old respectively.
• You have to do the implementation along with the GTM and All Demand teams, be their supporters, and own every result with them.

Research/ Strategy Formation