Product Marketing at [Company]

Department Charter

The one-page TLDR version

PMM @ Company

Segmentation and Personas | Analyst Relations | Win / Loss | Release Marketing | Customer Marketing | Competitive Enablement | Sales Collateral | Deal Support

Our Wheelhouse

Why We Exist

To drive growth by delivering the right product, to the right audience, using the right message.

Jason Oakley | Sr. Director

Positioning & Messaging | Analyst relations | GTM strategy and execution | Segmentation and personas | Category evangelism | Win/loss analysis

Michael Scott | Competitive Enablement Manager

Competitive and market research | Competitive content creation | Sales training and support | Developing sales collateral | Category evangelism

Pam Beasley | Customer Marketing Manager

Case study development | Reviews and references | Customer research (VOC) | Customer advisory panel | Campaigns to drive adoption | Category evangelism

Our Team

Product Marketing sits at the intersection of Product, Marketing, CS, and Sales.

Company’s PMM Team

Jason Oakley

Sr. Director

• Positioning / messaging
• Analyst relations
• GTM strategy and execution
• Segmentation and personas
• Category evangelism
• Win/loss analysis

​

Pam Beasley

Customer Marketing Manager

• Case study development
• Reviews and references
• Customer research (VOC)
• Customer advisory panel
• Campaigns to drive adoption
• Category evangelism

​

​

Michael Scott

Competitive Enablement Manager

• Competitive and market research
• Competitive content creation
• Sales training and support
• Developing sales collateral
• Category evangelism

To Be Filled…

Product Marketing Manager

• …

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Stakeholders

Shout out to PMA for this diagram

Product Marketing sits at the intersection of Product, Marketing, CS, and Sales.

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We’re the translator between product and the market, supporting our customer-facing teams and helping them tell a powerful story.

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Wrapped around all of that is a desire to understand, evangelize, and engage our customers.

Why We Exist

To drive growth by delivering the right product, to the right audience, using the right message.

​

Our Wheelhouse

• Segmentation and Personas
• Analyst Relations
• Win / Loss
• Product Launches
• Customer Marketing
• Competitive Enablement
• Sales Collateral
• Deal Support

✅ WHAT THIS INCLUDES

Segmentation and Personas

Constant validation and enablement around our ICP and target buyers, while also exploring new market opportunities.

• Define our target buyer segments and personas
• Support research into new market segments, ICPs, personas (collect feedback/info from sales and work together)
• Maintain internal training tools that provide definitions, positioning, and messaging for our target segments and buyers
• Create specialized collateral target at specific segments or buyers

• User personas from the perspective of researching and improving our UX
• * include the feedback mechanism

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Release Marketing

Leading go-to-market strategy and execution on releases and product launches.

• Coordinate product launch campaigns in partnership with PMs
• Enable the company with positioning and messaging around each launch
• Work with Product Team to train and enable customer-facing teams
• Provide direction and support to content team on content and visuals to be used in launch campaigns

• Not solely responsible for content, paid campaigns, updating the website, emails, etc.
• Technical product training and support will be owned by product managers and support
• Product / Support is responsible for support articles

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Analyst Relations

Influence and shape the way analysts view Klue and our evolving category.

• Manage our analyst relationships (Gartner, Forrester, G2, etc.)
• Conduct regular analyst briefings (include PM when relevant)
• Conduct inquiry calls to gather marketing insight and validate our strategy (include PM when relevant)
• Submit all research report applications (ie. wave, new tech, now tech, magic quadrant, etc)
• Present relevant analyst/market insights back to the company

• Managing the SaaS component of G2 (ie. sales intent data)

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Win / Loss

Gather insights about our market, buyers, and competition through regular interviews with won and lost customers.

• Manage our win/loss vendor relationship(s)
• Share insights with the company from win/loss interviews
• Incorporate win/loss insights into competitive content, positioning, messaging, content, etc.

• …

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Customer Marketing

Driving growth through powerful customer stories and evangelism.

• Sourcing and creating customer stories
• Sourcing and managing customer references for sales team
• Klue’s Micro-advisory Panel
• Source and manage customer reviews on G2
• Enabling the sales and marketing with customer insights and guidance on how to leverage customer stories

• Making the reference ‘ask’ - won’t scale
• Install customer campaigns + adoption support

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Competitive Enablement

Arming our organization with actionable competitive insights and content that will help them win.

• Maintain our competitive collateral - battlecards, decks, docs, and our Klue instance
• Train and enable the revenue organization on how to compete
• Run campaigns to maximize our competitive win rate
• Deal support for high-value deals

• Answering questions if you aren’t checking Klue first!
• Hopping on last-minute calls or projects. Requests should be submitted with sufficient lead time.

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Sales Collateral

Enabling our sales and CS teams with content to help support the buyer journey.

• Creating/updating the sales pitch deck
• Product-focused content like product overviews, competitor comparisons, data-flow diagrams
• Buyer or segment-specific collateral
• Buyer enablement content, like implementation overviews, templates, ROI calculator, maturity assessment, etc.

• Maintaining sales demo spaces
• Brand and design consistency

⛔️ NOT OUR FOCUS, BUT WE SUPPORT

✅ WHAT THIS INCLUDES

Deal Support (upon request)

Jumping in to help sales reps close deals.

• Joining calls as SMEs
• Support in offline strategy around positioning and messaging
• Support in creating customized presentations for enterprise accounts

• Last-minute calls or projects. Requests should be submitted with sufficient lead time.

⛔️ NOT OUR FOCUS, BUT WE SUPPORT