Product management and product marketing are both vital roles for any organization that wants to build a high-quality, profitable product. These two positions work closely together, but they also have different responsibilities.

Product marketing focuses on the marketing side of the product, communicating what users want from the product in terms of functionality and features. This involves studying the market and creating personas that represent specific user groups to understand their buying characteristics and how the product can meet their needs.

A product marketing manager can also handle product launch motions and related go-to-market strategies to drive awareness, sales, and adoption of new capabilities and offerings. They can also work with partners to create joint value propositions and co-marketing campaigns.

Depending on the company, a product marketing manager might also be responsible for providing training to sales and support teams about how to use a specific feature of the product. They can also track product metrics and report on any shifts in the market.

This is a highly specialized role, and it requires some experience to qualify for. Recruiters typically ask for three to five years of product marketing experience before considering a candidate.

To be a successful product marketing manager, you should have excellent communication skills and be willing to spend extra time researching trends and marketing innovations. You should also be able to create and deliver compelling presentations and demos of the product to potential customers.

You may need to develop your own unique style and way of guiding product development. This will make the process more effective and ensure that all stakeholders are on the same page.

Product marketing managers are expected to communicate the “why,” “what,” and “when” of what is built in a way that makes sense to the rest of the organization. They help make the business case for new features, ensuring that they fit into the overall strategy and align with the product’s mission.

They should also be able to develop the right messaging and a strong go-to-market plan for the product, which can be tricky when you’re trying to explain the technical details of a product to potential buyers.

If you are new to product marketing, it might be helpful to take some free online courses or join a professional group to learn more about the industry and build your network. You can also attend one of CareerFoundry’s live online product management events to speak with experts and get a hands-on introduction to the job.

In a healthy company, product management and product marketing collaborate closely, but that isn’t always the case. When the two teams don’t work well together, things can go wrong, resulting in botched releases, confusion about the product, and customers who don’t fully understand what they’re getting when they buy.

In a healthy company, a good product manager can also serve as a mentor for other team members and guide them through the process of launching a new product. They can help them figure out how to market it effectively, allowing them to attract more customers and keep their churn rates down.