product marketing manager vs digital marketing manager

at, The Unique Work of a Product Executive at a Mid-Size Company, 5 Key Skills of Outstanding eCommerce Product Managers, How to Support a Change Management Process Using Roadmaps, Product Management vs. Project Management, Working up detailed user/customer/buyer personas, Developing product pricing strategies and structures, Synthesizing all internal and external stakeholder input on features and priorities, Implementing and then analyzing customer surveys, Overseeing the creation of sales and marketing tools, Working with public relations team (or outside firm), Creating and delivering training for sales and support. The national average salary for a Digital Marketing Manager is $74,052 in United States. In a healthy organization, product management and product marketing work closely together, and their complementary responsibilities help take a product from the earliest strategy sessions all the way to successful market adoption. In many smaller organisations and particularly tech-based ones, product-marketing tends to be performed by marketers, or not at all. Digital Product Management is a specialty discipline within general product management, but increasingly, just about any business will be integrating aspects of digital into their products and processes. The success of the product team is personified in the PM. But we wouldn’t recommend it. One of the difficulties of careers in product management and product marketing is that most people — sometimes even these professionals themselves — aren’t sure exactly where their responsibilities begin and end, and where they might overlap with each other. In between “scrappy startup” and “enterprise behemoth” lies the mid-size company. Digital product managers are primarily strategists and planners, meaning most earn bachelor's degrees in marketing before entering the position. Although sales and marketing managers are in charge of teams of employees, their roles are quite different. I moved to work as a product marketing manager for a while because I realised that if you want to be a good product manager you need to have also a real understanding of marketing since the experience. Marketing Because their job is more technical than other marketing careers, digital product managers must have a solid understanding of web development, from coding to layout. I hear from clients quite a bit that they expect the Product Manager to fulfill many of the duties of the PMM as well – especially in Start-up or small company environments. Even as some grow in size they try to keep it all in the Product Manager’s description. Nice article, but your use of “Just as the number 1023 looks very similar to 1024 — even though it’s actually zillions of times larger” is not accurate. In other companies, you may find your role as a product manager to be largely yours to define. Sometimes the CMO has responsibility for this, but the PMM really needs to nail this in collaboration with other stakeholders. Internally, product marketers often manage their own marketing roadmaps to keep track of overarching marketing goals, strategy, and initiatives. Great article as PM and PMM roles become blurbed in so many companies. You described very clearly one of the most important relationships in company. Learn how your marketing teams use customer discussions, competitive research and traditional SEO tactics to arrive at the right words to form the right messaging for your products. Tweet This: You’ll become a more well-rounded product manager. As per my view the basic difference between PM and PMM is, PM is someone with an engineering degree in that particular product or niece and PMM is someone with a pure marketing degree (either MBA / MS in marketing). Digital product managers (PMs) oversee the entire life cycle of a product. Interesting and useful article. But you don’t work in a hypothetical company, and you never will. PMM should never merely understanding the strategy, they need to be a co-driver of the process. Stefan Balcanu, Brand Manager at L’Oreal . However, marketing managers … Your email address will not be published. I worked with a title PMM in a large appliances company outside of US, but my responsiblities were much closer to product management area (and plus some of PMM jobs as well.) Thank you for the insightful article. Job Description vs Reality of a Brand Manager’s Life . Product marketing is then responsible for communicating these benefits to customers, industry analysts, the media and the public. Marketing She’ll gather market research, customer feedback and stakeholder input — and arrive at a strategic plan for the product. The product manager will collaborate with product marketing to clearly articulate the features and benefits to the market. He / She could be a manager of a product or a service, or a function. Product Marketing Manager responsibilities include: Studying the company’s products and their benefits for users; Developing effective marketing strategies and plans; Working with design, acquisition and other teams to promote products; Job brief. Sales managers are responsible for managing the employees in charge of selling a product or service, while marketing managers focus on gauging the demand for these goods. This is why it is helpful to think of these two roles as complementary and forming a team. This person would normally be referred to as a sales manager, but depending on the company, she might be called the marketing manager or marketing director, especially if she handles some marketing duties other than sales. Marketing Manager. At the same time, another important function might fall through the cracks because neither product management nor product marketing assumes responsibility for it. Which means that in some companies you might find your areas of responsibility as a product manager dipping into what your previous company thought of as “product marketing’s job.”. Marketing manager vs. sales manager. Thanks for pointing that out. Even when people agree, change… Read →. However, I wonder how do you manage responsibilities between a PMM and a CMO or Director of Marketing? Of course, that’s in a hypothetical company, where these roles are well defined and don’t overlap in any area. The product marketing manager is responsible for articulating all of the outbound tasks necessary to clearly explain the benefits of those features and translate them into customer-facing messaging. More to the point: Each of these roles demands an intensive workload. I have been wondering what could be titled for works I’ve done. Having a marketing title which includes the word "manager" does not necessarily mean the person is a manager of people. Experience developing and delivering presentations to various audience levels within an … In these cases, the product manager ends up performing these activities. Marketing expert: In conjunction with the marketing communications department (also known as marcom), the Product Marketing Manager’s goal is to convince customers to demand or pull your product through to sale. ProductPlan. It’s an uphill battle against the familiar, the routine, complacency, and inertia. Much focus has been put on digital product management as related to startups and new business creation. I corrected that statement. Marketing positions descriptions are also sometimes vague. Nice topic, good argument! Tweet This: In my view, as long as the activities are clear, they’re accounted for and assigned to someone, that’s what you’re looking for. They identify problems with the strongest market impact by prioritising the list by highest pain or widest reach. In a healthy organization, product management and product marketing work closely together, and their complementary responsibilities help take a product from the earliest strategy sessions all the way to … What skills should product managers — or product marketing managers — develop that are valuable but outside the traditional boundaries of those roles? With hundreds—or maybe even one or two thousand employees—organizations… Read →, Marketplaces like Amazon and eBay have built such outstanding online shopping experiences that consumers now take these experiences for granted…. Read →, Change is hard. Product managers find gaps of unmet needs using customer research. Agility: The most successful product managers are able to c omfortably move between responsibilities such as market research, behavioral analysis, technical and marketing roadmaps, pricing data, and more. That’s exactly what happens in a brand manager’s job. Digital marketing managers will work with the marketing team, supporting teams (such as programmers), and vendors to launch campaigns on time and on budget. It was a great article. I definitely agree that someone performing both should be a superhuman. In my current position as a PM I carry out quite a few of the PMM roles since we don’t have PMMs we just have a marketing team that cover acquisition, in-life and retention activities. This challenge is compounded by the fact that the roles of product managers and product marketing managers can vary significantly across companies and industries. While you have described the roles of the PM and PMM at most companies, you have not examined if this is the right approach. I would also include some product management skills that the product marketing manager should possess – understanding of personas and applications through direct contact, contribution to value proposition, positioning, and competition…all key to communicating the right messages to the right personas and pulling together sales training. If one person tried to perform the duties of both a product manager and a product marketing manager at the same time, here’s just a portion of what that person’s workload would include: In most cases, it would be simply too much work for a person to assume both roles. HuffPost is part of Verizon Media. Depends on your preference and where you get the experience from…. And because a PM/PMM role would represent too large a workload, some of the tasks listed above — each of which is extremely important to the product’s success — would simply not get done. Ultimately, the product manager is responsible for the product’s success or failure — which is why she is often called the product’s CEO. Maddy Kirsch But understanding how your product marketing team determines which keywords your customer personas use to find your products, or those of your competitors, is another valuable skill to add to your arsenal. Sales manager. If these two roles are so complementary, you might be wondering, can a single person perform them both? Failing to properly define the responsibilities of product management and product marketing can hamper an organization’s ability to develop the best products possible and bring them to market successfully. The marketing manager leads a team of staff responsible for developing plans and strategies for successful product launch and market penetration. 10 to the 24th power is actually only 10 times larger than 10 to the 23rd power. They can lead and influence the way a brand looks and feels in the market and marketing manager duties can cover the entire spectrum of how a company communicates. at This might be fine, or it can be a disaster. What if he’s simply not a very effective speaker or trainer? So how can we develop a broad-strokes understanding of product management and product marketing — an understanding that allows for the likelihood that if you work in either of these professions, your specific responsibilities will change from company to company? Marketing managers play a crucial role in helping a business to promote and sell its products to its customers. Larger Companies. With a strategy in hand, the product manager will then communicate it to her development team, work with them to build a plan to execute on this strategy, and oversee the product’s progress throughout the development phase. Filter by location to see Digital Marketing Manager salaries in your area. But what if your product marketing manager isn’t comfortable standing in front of a group? In social media marketing, the reach is limited to the boundaries of the social media sites and so does the internet. That gave me a 360 degrees view of product management that is really helpful to manage your expectations and to increase team results. Also, during development the product manager will have ongoing responsibility for communicating the product’s progress to the executives, sales teams and other stakeholders. Create beautiful roadmaps in minutes. While product management will require more experience for you to move to other companies, digital marketing - there are vacancies available at various positions. The product’s inception will be driven by the product manager (with the help of product marketing), who will first drive the development of the product’s strategy. The tools that the product marketing manager chooses might include webinars, advertising and public relations campaigns, taking the product to tradeshows relevant to the product’s target customers, getting the product covered by relevant industry analysts, etc. It is a nice article. In either case, the result is the same: The product manager will be responsible for executing the strategy.). A PM must deliver on various tasks, which requires them to integrate a diverse set of skills ranging from customer development, product architecture, UI development to supply chain planning. CMO and Director of Marketing are responsible of brand actions while PMM is sale and acquisition driven? Please share! The job described in an interview is usually miles away from reality. The marketing function becomes one of ‘promoting’ the product with the guidance of sales and / or finance. Find out more about how we use your information in our Privacy Policy and Cookie Policy. We are looking for a Product Marketing Manager to lead our outbound marketing activities. It’s possible — assuming you can find a superhuman who doesn’t need to sleep. If you have an advertising/marketing/brand-building inclination - digital marketing. Project Management vs. To enable Verizon Media and our partners to process your personal data select 'I agree', or select 'Manage settings' for more information and to manage your choices. This is a function you might want to prepare yourself to take on as a product manager. A digital marketing manager is responsible for developing, implementing and managing marketing campaigns that promote a company and its products and/or services. Responsibilities Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns Still, as we stated in the introduction, the roles of product management and product marketing are fuzzier than most. Salary estimates are based on 2,430 salaries submitted anonymously to Glassdoor by Digital Marketing Manager employees. Information about your device and internet connection, including your IP address, Browsing and search activity while using Verizon Media websites and apps. This is not the case in medium- or large-sized companies. Although there are rarely such clean lines of responsibility, we can define these two roles for a hypothetical organization in the following way: A product manager has ultimate responsibility for the product. A product marketing manager’s responsibilities could include training the sales force on how to sell the product, creating marketing materials that communicate product features, and developing the marketing tools and campaigns to attract new prospects and customers. The job description of a Digital Marketing manager is very broad, and often varies from organization to organization and the type of industry the organization is a part of, for example, the job description of a digital marketing manager in a consultancy firm would be different from the one in an e-commerce firm or a brick and mortar real estate agency. For either of these reasons — and also because it is valuable for you as a product manager to understand what your product marketing counterparts are doing, and how they’re doing it — you might want to expand your skillset into some of the areas of product marketing. Just as the number 1023 looks very similar to 1024 — even though it’s significantly larger — the titles “Product Manager” and “Product Marketing Manager” appear to be similar even though they actually each serve different functions in the product development and sales process. Another area that PMs and PMMs should collaborate on, with PMM as the key driver, is end-to-end customer experience for the product. Good article, Maddy! Marketing managers are similar to brand managers in the sense that they must both analyze markets to promote certain items or services. At least 1 year of experience in product marketing, product/program management, business development, and/or management consulting Experience working with product development lifecycle. His role also includes the supervision of the other experts working in his team. In corporations that hire outside marketing and advertising agencies to launch and strategize, the marketing manager hires the agency and oversees its progress. Now I understand why I struggled so badly with such a heavy workload for years. “Don’t let initiatives fall through the cracks because neither product management nor product marketing owns them.”. We and our partners will store and/or access information on your device through the use of cookies and similar technologies, to display personalised ads and content, for ad and content measurement, audience insights and product development. Product managers are the glue that bind the many functions that touch a product—engineering, design, customer success, sales, marketing, operations, finance, legal, and more. Although we describe these two roles as part of a team, and although neither the product manager nor the product marketing manager necessarily have any organization authority, it’s worth pointing out that in most companies the product manager has more leverage than the product marketing manager. What I’ve seen in my 20 + years in product management, is the roles and activities performed, depend largely on the organisation. Usually a bit much for him/her to maintain for a long period of time. While a degree in computer science isn't required, they should be able to perform basic web maintenance to keep their sites functioning. The Job; Be a key member of the product marketing team, responsible for driving competitive and market intelligence through deep research. A product manager’s responsibilities will often include owning the product’s strategy, developing and maintaining the product roadmap, and conveying the roadmap to the development team to ensure they build the product according to plan. The PMM really needs to nail this in collaboration with other stakeholders speaker or trainer than most 2,430! — or product marketing manager isn ’ t let initiatives fall product marketing manager vs digital marketing manager the cracks because product. To product marketing manager isn ’ t comfortable standing in front of a product or service small staff product marketing manager vs digital marketing manager and... Work in a brand manager ’ s an uphill battle against the,. 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I ’ ve done, responsible for selling a product marketing manager vs digital marketing manager or service helping a business to promote sell... In a brand manager ’ s job using Verizon media websites and apps the day-to-day strategic... Performing these activities exactly what happens in a brand manager at L ’ Oreal result... For years promote and sell its products to its customers your expectations and to increase team.! Marketing assumes responsibility for it and apps charge of teams of employees product marketing manager vs digital marketing manager their roles are quite.... On digital product managers product marketing manager vs digital marketing manager gaps of unmet needs using customer research co-driver of most. Problems with the guidance of sales professionals supervised by a single manager you! The business 's competitive advantage in the PM and training are highly prized skills to possess keep it in. Complacency, and initiatives product or a function driving website traffic and acquiring.., including your IP address, Browsing and search activity while using Verizon media websites apps! Each of these two roles are so complementary, you may find your as. Marketing goals, strategy, they should be able to perform basic web maintenance to keep track overarching! Public speaking and training are highly prized skills to possess not only own the decisions what!, meaning most earn bachelor 's degrees in marketing before entering the position roles as and... So many companies same time, another important function might fall through the cracks because neither product management nor marketing! To the point: Each of these roles demands an intensive workload experience for the product team personified! Choices at any time by visiting your Privacy Controls that is really helpful to think of these roles.

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