Friday, November 12, 2004
Two key roles in technology marketing
I previously wrote about titles and roles. Despite what they may be called and how many people are in these roles, I think there are two main functions of technology marketers. The first is typically called the Product Manager. Their primary role is to understand the market, define their problems and create a business case for creating a product or service that will be successful and profitable. However, often times I see that the Product Manager writes the product requirements document, is considered "technical" and spends most of their time with the development organization.
The second role is that of Product Marketing Manager. They are typically in charge of the marketing plan. Now that we have a product how do I sell it, advertise it, create publicity, exhibit it at trade shows, etc. Sometimes these people are called marcom (marketing communications) managers. Many times I see this person doing the up-front business planning and business case development and then the Product Manager handles the translation of those requirements into a product, then the Product Marketing Manager "takes it to market."
There are hundreds of tasks to do and your company's success depends on it. It's important to outline all those tasks, who you need to do them, assign titles/roles and put a framework in place. I have found it useful to map out a marketing framework, outline who is responsible for which task in the framework and put a workplan in place to accomplish these tasks. You'll also need to communicate this marketing roadmap with the other departments that you will work with: executive management, sales, development and support.
Don't forget to measure and constantly communicate your ROI! You are marketing, right?
The second role is that of Product Marketing Manager. They are typically in charge of the marketing plan. Now that we have a product how do I sell it, advertise it, create publicity, exhibit it at trade shows, etc. Sometimes these people are called marcom (marketing communications) managers. Many times I see this person doing the up-front business planning and business case development and then the Product Manager handles the translation of those requirements into a product, then the Product Marketing Manager "takes it to market."
There are hundreds of tasks to do and your company's success depends on it. It's important to outline all those tasks, who you need to do them, assign titles/roles and put a framework in place. I have found it useful to map out a marketing framework, outline who is responsible for which task in the framework and put a workplan in place to accomplish these tasks. You'll also need to communicate this marketing roadmap with the other departments that you will work with: executive management, sales, development and support.
Don't forget to measure and constantly communicate your ROI! You are marketing, right?
