From the course: Advanced Product Marketing
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Relationship with marketing
- Product marketers and marketers need to be birds of a feather, two peas in the pod, Thelma and Louise, but PG-13. Sometimes product marketers are more marketers than product managers, whereas sometimes product marketers are more product managers than marketers. Regardless of the exact divide, one thing is constant: the product marketing positioning, messaging, and personas all need to be translated into a marketing plan that includes a channel mix, partners, creative, and other components depending on your existing marketing program. This is arguably half of a product marketers daily life, if not more. Here's how I like practically working with marketing: first, establish the marketing objective, which should align with the marketing team's objectives. You aren't just shoving another work project onto their plates. Instead, you're helping them achieve their existing marketing objectives which may be user growth, increased retention, increased brand awareness, or the many other types…
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