Profile of Product Marketing

Product Marketing is typically defined as the group that plans the go-to-market strategy, responsible for launch planning, determining appropriate vehicles for awareness and lead generation, and providing product content to marketing communications and the sales channel.

Product Marketing spends the majority of their time delivering product content in support of the sales effort. Product marketing is heavily involved in positioning and market messages, defining a marketing plan, and creating the collateral and sales tools. Few product marketing managers spend time on operational metrics, making buy/build/partner decisions. In effect, product marketing is less about defining the product and more about delivering it to market.

Yet 58% of product marketing managers are responsible for writing market requirements, a job typically associated by the title of product manager. 93% have positioning as their responsibility while only 35% gave defined buyer personas for their market messages. 75% perform market research but only 21% reported visiting customers or sales prospects.

• Salary: $92,406 (56% negotiated their salary)

• Bonus: $12,449 (72% have a bonus program)

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SoftwareMinds Releases Best Practices Report on Software Product Management

SoftwareMinds has released the Software Product Management: Best Practices, an in-depth study of the discipline's best practices. The report enables companies to benchmark themselves against their peers. This study, the first of its kind, is a collaboration with Pragmatic Marketing, the world's leading product management and product marketing training company. Go to SoftwareMinds for more information.