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…
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.
As a Product Marketing professional, if you feel like you are doing a lot but not seeing results, it might be due to a pitfall that you are stuck in. It is important to be aware of the pitfalls so that you get out of one that you are stuck in or think ahead and avoid them entirely.
Posted in Best Practices, Product Marketing
- Tagged Client, Competition, GTM, Market Strategy, Marketing, MRD, Pitfalls, Product Marketing, Ram Shriram, Sherpalo Ventures, User
Blogs on personal experiences or interests are fairly easy to write since your audience is reading the blogs to know your opinions. A product blog on the other hand is very different. Here, you want to tell your readers what they want to know and not just the feature benefits of your product. For example, this blog series is about my experiences in Product Marketing and I can state my opinions in the ways that I want to. However, if this were a product blog, I would have to first understand what the readers would want to read and then see how I can subtly market my product without it being an “in-your-face” marketing pitch.