10 Crucial Rules for Product Marketing Managers

Do you ever feel overwhelmed and bombarded with an array of distractions and concerns? In the hectic world of BTB technology product marketing one can easily get distracted and lose sight of whats important and what ones focus should be. Enclosed are my 10 Rules that I’ve utilized and recommended to peers and clients.

1. Work on the main problem; driving revenue. Connect all the dots and figure what you need to deliver in order to drive revenue. Ensure you have relevant messaging and supporting content that positions your company’s products as a viable needed solution.

2. Don’t complain about the disconnect and misalignment issues that exist between sales and marketing. Figure out whats going on and whats going wrong and do something about it. Introduce solutions that will address the issue.

3. Don’t get caught up in the hype generated by the media or competitors. Cut through the hype and deal with the matter at hand, addressing and solving your customer’s problems.

4. Don’t get hung up on one approach or tactic when trying to win clients over. Be open to putting together a customized combination of messaging and supporting content for different situations, different stakeholders, different vertical industries, different problem areas, and different stages of the buyer’s sales cycle. Be open to presenting the information in different perspectives with the goal of trying to successfully make your point.

5. Don’t take on a One Size Fits All Approach. Don’t think that you can use the same messaging and supporting content for early adopter buyers and business decision makers. Understand that buyer awareness tactics and their marketing vehicles will not be enough to help buyers buy in the analysis & decision stages of the buyer’s sales cycle.

6. Assess, grade, & justify your work. Ask yourself the tough questions like what am I trying to do, what will it accomplish, and will it have the desired result I’m looking for. Justify all your tactics and supporting content so that all key company stakeholders have a clear understanding as to the “what and whys” of what you’re doing.

7. Maximize the value of your company’s technology products. It’s your job to mine and extract all technology and company assets and present them as the best technology solution needed to successfully address the client’s problems.

8. Form & utilize a SWAT team of advisors you can count on for advice and ongoing support. The team could consist of key members of your development team, support personnel, sales personnel, sales systems engineers, channel partners, and any outside technical advisors.

9. Conduct Sales Win Loss Analysis. Speak with your sales reps, channel partners, and prospects in order to understand why your company is losing sales deals. Use these insights to make any necessary changes, modifications, or address any problem areas such as product sales training.

10. Don’t be afraid to attack your competitor’s architectural weaknesses or problem solving capabilities and approach. Remember, your making your case about why your product or solution has superior problem solving capabilities.