Required Product Marketing Manager.
Roles & Responsibilities
Establish the go-to-market vision, strategy and model for the his/her products for which he or she is responsible for and communicate that vision and strategy across the organization.
Help to develop deep understanding of the buying audience for the organization by conducting research and gather insight about target personas, buyer needs and the purchasing decision process for the organizations products.
Help drive an audience-centric marketing approach within the organization, ensuring that messaging, content and campaign strategies are centered around customer buying needs.
Contribute to market segmentation and targeting in order to define the market opportunities for the product portfolio and partner with product management leaders to build business cases for expanding market presence or entering new markets.
Drive the creation and socialization of the following product-level documents for specific product lines: market requirements, marketing plan, sales enablement plan, launch plan, solution handbook.
Own product-specific positioning, value propositions and messaging that resonates with the buying audience; ensure that the team is providing source messaging documents for use by downstream marketing functions such as campaign, demand and enablement teams.
Develop the competitive positioning for the his/her products by using competitive analysis and input from competitive and product management managers.
Partner with product, enablement and sales leaders to plan routes to market and ensure that the product marketing and content team collaborates with sales enablement and/or sales operations to produce sales enablement plans for his/her products.
Monitor and report on the performance of his/her products, results of related sales and marketing and efforts, including win/loss and bookings analysis
Success Metrics.
Product bookings performance (vs. target).
Share of market.
Win/loss rates.
Campaign ROI.
Product pipeline, forecast and velocity.
New logos..
Retention rate.
Number of customer references secured.
Sales adoption of enablement materials.
Requirements:
Ability to conduct market, competitor and customer research to gather insights and assess market opportunities.
Ability to create value propositions and messaging strategies.
Ability to develop strategies for creating pipeline for new offerings as well as upsell, cross-sell and account-based marketing programs to grow existing relationships.
Ability to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process.
Ability to link product launches to organizational campaign themes and goals.
Ability to navigate culture and politics across multiple functions.
Critical thinker with strong writing, communication, presentation development and delivery skills.
Project management experience.
Plus: certified in the Pragmatic Marketing Framework or in the SiriusDecisions Product Marketing and Management (PMM) Model, SiriusDecisions Messaging Nautilus, SiriusDecisions B-to-B Buyer Persona Framework.
Requirements:
Bachelors degree required.
Masters degree a plus.
3 to 7 years of product marketing experience.
Related market/industry experience desirable.
Technical/product category experience desirable.
Previous sales experience desirable.
Product management experience a plus.