The Product Marketing Manager owns the strategy and execution of all go-to-market activities for new and existing products. This role sits at the intersection of Product, Sales, and Marketing, translating market insights into compelling positioning, messaging, and launch programs that drive product adoption, revenue, and customer satisfaction.
You will partner with Product Management to understand feature roadmaps and competitive differentiators, collaborate with Sales Enablement to equip reps with the right tools and training, and work alongside Demand Gen and Content teams to create campaigns that amplify your product’s value proposition in market. Clear communication of product benefits—internally and externally—is critical to ensure consistent messaging and maximize market impact.
Key Responsibilities:
- Positioning & Messaging
- Develop and maintain product positioning frameworks, value propositions, and key differentiators for target buyer personas
- Create battlecards, one-pagers, and comparison matrices to arm sales teams with competitive intelligence
- Launch Planning & Execution
- Build detailed go-to-market plans, including launch calendars, cross-functional checklists, and success metrics
- Coordinate launch activities across channels—email, web, social, events, PR—to ensure cohesive roll-out
- Sales Enablement & Training
- Design and deliver enablement sessions, create demo scripts, ROI calculators, and objection-handling guides
- Gather feedback from sales to iterate on collateral and refine messaging over time
- Market & Customer Insights
- Conduct win/loss analysis, customer interviews, and competitive research to inform product roadmap and marketing strategy
- Monitor industry trends and share actionable insights with Product and Leadership teams
- Performance Measurement
- Define and track KPIs such as feature adoption, pipeline sourced, win rate uplift, and time-to-first close
- Build dashboards and reports to communicate launch performance and inform strategic adjustments
Success in this role is measured by the impact of product launches on pipeline growth, improvements in sales productivity, and the ability to consistently articulate your product’s value in competitive scenarios. Continuous learning and close alignment with cross-functional partners will drive long-term product and business success.