Product
marketing vs. products
management
Product marketing is different from
product management in high-tech companies. Whereas the product manager
should take a product's requirements from the sales and
marketing in order to create a product
requirements document which will be used by the engineering
team to build the product. The product
marketing manager creates a marketing
requirements document,, which is used as source for the
product management to develop the PRD ( product requirements document)
In
other forms the product manager creates
both the marketing requirement document and
the product
requirements document), while the product marketing manager does
outbound tasks like giving product demonstrations
in trade shows, creating marketing collateral like hot-sheets,
beat-sheets, cheat sheets, data sheets, and white
papers. The product marketing manager
should be skilled not only in competitor analysis,
market
research, and technical writing, but also in more business oriented
activities like conducting ROI and NPV analyses
on technology investments, strategizing how the decision criteria of
the prospects or customers can be changed so
that they buy the company's product vis-a-vis the competitor's product,
etc.
Product
marketing in small businesses
In smaller high-tech companies or start-ups,
product marketing and product management functions can be
blurred, and both tasks may be borne by one individual. However, as the
company grows small businesses
need to concentrate on creating good requirements
documents for the engineering team. they need to
hire someone else due to analyze the market, influence the
"analysts", press, etc. When such clear
demarcation becomes visible, the former falls under the domain of
product management, and the latter, under product
marketing.
What most of the small businesses need is to hire a Product
Marketing Engineer, who is able to market their
product in an effective way.
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