Product-Marketing Management: From 0 to 1 — Part II

Welcome to the Dōjō — Demystifying Product Marketing

Source: Wikimedia Commons

Kata №1: Basic Practice & Terminology

Market overview, competitive landscape, the buyer’s journey and user experience along the way

Mapping the market and the competitive landscape

If you’re considering a certain position or getting ready for an interview — start by mapping the market and the product category. If possible and relevant — I like to take advantage of the G2 quadrant (note that the information there depends on the level of investment companies allocate to this) or other review sites like Capterra, Gartner Peer Review, and others. You can also search the Gartner site to see if you can get access to a relevant magic quadrant.

Source: A lecture by Elena Verna for Netlify

Guidelines

1. Document your observations, questions, and feedback. Do this per player, but focus on the one you are interviewing for. A nice way to organize this information can be a SWOT model, but of course, feel free to do whatever is easier/effective for you. The more you understand their path(s) to differentiation, competitive positioning, and for telling a compelling story or providing a unique/defensible offering, the better.

Product Marketing Management — Tool Kit

Remember all the requirements and jargon from the job posts in part I? Let’s map these out and see how they tie to the different areas of responsibilities in the PMM work.

Click here to open the full table in another tab.

Kata №2 — Simulations/Home Assignments

I have worked on several home assignments throughout my career and created some myself. The most time-consuming, energy-constraining but ultimately most interesting ones — have been for the PMM role. As one of my collegeaues Erez says — “It’s the closest to being an entrepreneur inside an organization.”

Home Assignement Examples

In case you think that the assignment is too broad, I highly recommend you verify with the hiring manager that it resembles the core part of your work, that cannot be validated via interview, to save everyone the time and energy.

How can you approach these simulations and assignments?

If you got to the point where you are given one, this means you have passed about 1–2 interviews already. It’s important to make sure that you come ready for these interviews, with questions that can fill some of the gaps you have regarding the market, product, current GTM motion, and where the team wants to go next.

Kata №3 — Networking and Other Shortcuts

Networking. As discussed in part I, talking with peers and people in your network who have crossed over to this role and have been doing this for a while — can help you understand rather quickly if this could be a good fit for you.

Remeber Hakuin’s painting?

These three blind men represent practitioners at different mastery levels, or the same practitioner, in different stages of their training.

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Shelly Eisen Livneh

Shelly Eisen Livneh

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👩‍💻 A Tech Lover👷 Product Builder 📈 Growth & Product Marketing Specialist ‍🎓 An Infinite Learner