Compared to digital marketing, content marketing, or event marketing, it seems that the title of the Product Marketing manager is not straight forward enough. This can make it harder for people to recognize specific responsibilities from it directly. Besides, people often confused this role with that of the Product Manager.
Product Manager Vs. Product Marketing Manager
First of all, let us compare these 2 roles. Usually, the product manager stays very close to the engineering team. This position should be the right person to define the nature of the product, e.g., What is the product? Why should we build this product? What is the differentiation compared to similar ones on the market? And etc. By answering all these questions, the product manager should communicate with the engineering team to build the right product with the right timing.
Meanwhile, another role is a more market facing person. This position should be responsible for communicating all these fantastic features into appealing selling points to the whole marketplace. This person should understand the product, market, and the overall audience. Also, both the managers should work together closely and help each other understand the product better , as well as change from the market needs.
Since the product marketing is helping to translate the concept into the messages which are more acceptable by the final consumers. This guy needs to do much cross-departmental communication. The responsibility varies from different corporates, and it could cover the intersection among product management, sales, and other marketing functionalities. Nowadays, we have 7Ps such as product, place, price, place, promotion, packaging, positioning. Although the product marketing manager conducts the overall marketing strategy, the product manager and sales team should also participate in sharing insights during the decision making.
In a word, the marketing manager needs to work closely with the product manager and the sales team daily. Here is the general breakdown of how they collaborate.
Cooperation with product manager:
Cooperation with the sales team:
Product marketing manager’s responsibility
-Target audience research
-Launch plan (including digital marketing, content strategy, and other overall marketing strategies)
-Feedback analysis report