When it comes to naming products, you can find a ton of useful blogs on how to come up with catchy and memorable product names that are creative and unique. But as a Product Marketing Manager, there are other tasks that take place behind the scenes to find the right product name. This blog is dedicated to those challenges that are rarely mentioned, but are critical to the product naming activity.
One of the most common dilemmas while creating a Product Marketing (PMM) team is which reporting structure should the team fall under. Since the team does a lot of outbound communication, it makes sense for the team to report to the Marketing organization. On the other hand, it is tied at the hip with the Product team and cutting this tie might just alienate the entire team from the Product org. Hence, the dilemma…
Recording and archiving your trainings is very important so that you do not have to keep repeating it for people who join new. It is also a great reference material for folks who attended the training and want to hear parts of it again. However, the recording of the training is even more challenging that delivering it remotely since there is absolutely no chance for engagement. So you have to ensure that you do it well.
If you have prepared well, delivery of the training should be a breeze. A lot of the details depends on whether you are delivering the training in person or if you are delivering it remotely. These two modes are completely different and while they may have overlapping best practices, there are other things that you need to keep in mind based on how the delivery would happen.
In my previous blog, I covered the high level logistics that you need to consider and plan before you begin any training. Once you have those logistics in place, it boils down to creating your own checklist of all the things that need to get done prior to executing the actual training. It is important that the preparation phase is done well to have a successful session with your teams.
Sales teams that are trained well on the product can not only pitch it well to clients, but also pitch the product correctly. Many times, bad trainings result in sales folks either not being able to sell the product at all, or promise clients features that the product cannot deliver. Hence, a Product Marketing Manager needs to ensure that the product knowledge is dissipated correctly across all regions and the sales teams are equipped with the information needed to make successful deals.
However, product trainings are prone to numerous challenges and problems resulting in sub standard training. A few of the training challenges that are faced by Product Marketing Managers in today’s IT companies are:
- You have new products or features being released very often which require very regular trainings
- The sales teams are global and training sessions might have to be conducted remotely
- The global field teams include non-english speaking markets as well
- With the job market improving rapidly, you get new employees regularly who have not been trained on the previous products
- Attendance of product training is not mandatory and hence turn-out may be lower than optimal
And the list goes on…
So, how do you ensure that with our highly agile environment, product trainings continue to be effective and useful across the globe?
Product handouts are useful tools to leave behind with clients or distribute at events or to be sent as a pdf to prospective customers. Typically, in most companies, the marketing team will have a designer to create the design elements and the Product Marketing Manager will be expected to provide content for the handout. Assuming this is the case, the below blog covers some of the tips to creating a handout, while I have not focused on the design elements of the handout.