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Differences between Product Marketing Management (PMMs) and Product Management (PMs)

Product Managers (PMs) and Product Marketing Managers (PMMs) play important roles in the development and launch of a product, but their responsibilities and focus areas differ. Understanding the differences between these two product roles can help companies ensure a successful product launch and growth.

These roles' responsibilities may vary from company to company, depending on their business and organization setup. Usually, PMs are responsible for defining the product vision and ensuring the evolution of the product, including the discovery and delivery of new features that solve real customer problems. They also:

  • Measure product Key Performance Indicators (KPIs)

  • Establish Objectives and Key Results (OKRs) to drive product success

  • Create and test hypotheses

  • And work with Product Teams to prioritize and execute the product roadmap and ensure the product aligns with the company’s overall strategy.

PMMs, on the other hand, are responsible for creating the go-to-market strategy for a product. This includes:

  • Shape the customer’s perception of the product

  • Establish communication channels, especially the communication of the product’s value proposition both internally and externally.

  • Conduct market research, analyze competitors, segment the market, determine market size, and establish pricing and packaging strategies.

  • And finally, they lead sales and marketing to ensure the right form of communication with customers.

The two roles might also share responsibilities such as defining the value proposition, creating growth loops, developing product hooks to keep customers engaged, and/or creating new assumptions.

In conclusion, PMs focus more on the internal aspects of the product, while PMMs focus more on the external aspects. Most importantly, making sure that these 2 roles work together well is key for companies to achieve desired outcomes and drive product success.

For more details about this topic, I highly recommend the book LOVED, by Martina Lauchengco. What is your take on these two roles?


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