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PMM Team

Product marketing at Hyletic​

Product Marketing communicates Hyletic business value internally. The team is responsible for product positioning, value messaging, and go-to-market strategy to support product marketing and outbound messaging with analysts, press, and prospects. Product Marketing also facilitates market feedback as key inputs into the Hyletic product roadmap.

PMM Stable Counterparts​

  • The PMM Team
  • PM:PMM stable counterparts are listed on the Product Sections page.
  • Solution DRIs are listed on the Solutions GTM page.

Core Competencies​

PMMs require a broad set of skills, knowledge, and expertise. This lists core Competencies.

  • Narrative, Messaging, and Positioning
  • Writing/editing
  • All stages of the usage cycle
  • Product knowledge
  • Market knowledge
    • Competitors
    • Partners
    • Peers (Other tech products and companies that aren't partners or competitors, but exist as part of the ecosystem)
    • Trends

Product Marketing Collaboration​

In general, product marketing supports three main groups:

  1. Enables sales with positioning, messaging, content, and collateral.
    1. Create decks, messaging, and collateral
    2. Support and deliver sales enablement
    3. Actively engage in the sales cycle
  2. Supports campaigns, content, and field marketing teams with content, webinars, presentations, and strategic input.
    1. Drafts content, whitepapers, webinars, and presentations
  3. Partners with the Product teams on vision, roadmaps, and new features to improve our differentiation.
    1. Feedback and input into vision and roadmap
    2. Drafting the Release Post Headline and Introduction
    3. Reviewing and updating feature descriptions

Sales Collaboration​

In additional to enabling sales, PMMs should partner with sales and actively engage with the sales process by listening to call recordings and joining uses group chat. There are several outcomes that result from this process:

  1. Improved Messaging - test messaging directly on end users to gauge their reaction and get feedback. Understand their pain points and values in order to use them to fuel your messaging.
  2. Know the users journey end-to-end - understand the stages of the user process by actively engaging with them.
  3. Assist sales on key deals - PMM can serve as product and market SMEs who can tell the story of thier solutions in a compelling way to help move key deals forward.
  4. PM triage/assist/feedback -As part of the PM PMM partnership PMMs can recommend customers they've talked to to their PMs to enage with and assist in the gathering of product feedback during customer calls to share with the PM. Similarly, PMs can share messaging feedback, buyer persona info, and sales process insights they gather on calls with customers with their PMMs.

Solutions Go To Market​

Solutions GTM Page

Project Management​

  1. Every project should have a top-level Epic, Issue, doc that outlines the plan and links to all supporting issues and docs.
  2. The plan chart should include columns for
    1. Deliverable or Milestone
    2. DRI
    3. Due Date is ISO format
    4. Status: On track, Needs Attention, At risk, or DONE
    5. Note/Next step (optional)
  3. You can use a google sheet, markdown table (in an issue or epic description), or Epic issue list for the plan
  4. If you use an Epic issue list follow these constraints:
    1. Every deliverable should have an issue attanched the epic.
    2. The issue title must be the name of the deliverable .
    3. The deliverable draft, and when completed final version, should be linked at the top of the issue description.
    4. Every issue should have only 1 assignee - the DRI for the deliverable.
    5. Every issue should have a due date.
    6. Every issue should have a health status is that is checked/updated weekly. (Close the issue for deliverables that are complete/done.)

Health Status Definitions​

  • On Track: We are confident this issue will be completed by the due date.
  • Needs Attention: There are concerns, new complexity, or unanswered questions that if left unattended will result in the issue missing its targeted completion date. Collaboration needed to get back On Track.
  • At Risk: The issue in its current state will not make the targeted completion date and immediate action is needed to rectify the situation.
  • DONE: The deliverable is completed and linked. A closed issue represents a status of "DONE".