VTS Product Marketing Department Manifesto

Updated: 1/10/17

This manifesto is a public declaration of the principles, beliefs and intentions that guide VTS’ Product Marketing team. You can think of this as Product Marketing’s vision and mission statements. It informs what you can expect of us and how we will work with you to help your department (and VTS as a whole) achieve its goals.

We are responsible for the market success of the product portfolio. We balance art, heart and science to strategize, launch, sell and maintain world-class products that make our customers successful.

We control the perception of our product and change behavior. It takes effort to form a perception about product and it takes an even larger mental effort to change perceptions once they’re formed. That’s why we treat messaging with the utmost care.

We understand the perception of our product is the sum of the content, communication and experience surrounding our product. And though we may not own every piece of the website, ads, PR, blog articles, sales emails, etc., we partner with and equip the creators of those assets. We arm customer-facing teams with the knowledge and tools they need to be successful and enable all channels to bring our product’s value to life.

Great product marketing is a telling a great product story. We talk about and give our prospects & customers value. We’re not the sleazy marketers who shove product in faces. We show our prospects we understand their pains, their struggles and tell them how we can help. We create simple messages for complex products and speak the customer’s language, because conquering hearts conquers pockets.

We are not our customer. We strive for customer intimacy and building a deep knowledge of our market, customers and competitors to guide product strategy. We turn all channels into a listening platform because great product marketing comes down to understanding our customers. We focus on customer discovery and validated learning over static prediction and opinions. Opinions, while interesting, are irrelevant. We love data, always test and favor adaptive and iterative over “big bang.” We are calculated and strategic and not afraid to call out “shiny penny” syndrome.

We do plan but we focus on action. We think big, start small and move fast. We deliver things with consistency and without lingering. We don’t confuse excellence with perfection, but we do treat every single piece of output as the one that’ll be a breakout hit. We find the balance between chaos and process, responding to change and being flexible over rigid. We focus our efforts on achieving main goals and eliminate unimportant opportunities.

We remain resilient in front of challenges. We build relationships and trust with our customers, both internal and external. We bring clarity and inspiration to the organization and lead positive change.