Voici comment vous pouvez gérer un patron qui n’apprécie pas l’importance du marketing produit.

Handling a boss? I can handle a teammate. I know how horrible and egoist bosses can be. If someone is dumb, you can still teach them. But if someone has ego as big as everest, just quit! The world needs you!

This is a common issue, although the awareness of product marketing is increasing, it is still a much less understood function especially in small and medium businesses. Based on my experience, its important to educate your stakeholders on what PMM actually is and setting boundaries and expectations clearly. Don't assume that they know, you will be surprised how many don't. And use a combination of external data points on the effectiveness of PMM as a function and align your own objectives and KPIs to it. Divide your activities into specific areas like research & competitive intelligence, messaging and content creation, GTM support and product launches, integrated campaigns etc to show your contribution.

Dealing with a Boss Who Undervalues Product Marketing Your boss doesn't see product marketing's worth? Here's how to win them over: → Speak Their Language: Translate marketing efforts into business metrics (sales, revenue). → Focus on Value: Show how product marketing drives results (data is key!). → Educate & Demonstrate: Present success stories from other companies. → Align with Goals: Connect your marketing efforts to the company's overall objectives. → Start Small & Win Big: Propose a pilot project with clear goals to showcase impact. By demonstrating the power of product marketing with data and results, you can turn your boss into a believer!

There are bosses who know it all - so they believe. They push sales, they spend on shop promotions . Product marketing - it is waste of money for them. You show them numbers ? They have the answer - about sales effort behind them. How it happened they are CEO? They are vocal, they are persuasive, they are self secure just on the edge of being arrogant. Somebody liked it. You? Run as quickly as you can. As much as he/ she does not believe that product marketing can produce results, he/ she will blame that product marketing on the first sign of problems. (*) * based on a true story.

Focus on Outcomes, not Tasks: Instead of listing tasks product marketing does, focus on the outcomes it delivers. "Effective product marketing campaigns can lead to increased brand awareness, higher customer engagement, and ultimately, stronger sales figures."

Track the magic: Website visits, leads, and social media buzz – track how product marketing makes things awesome. Show the money: Translate your fancy metrics (KPIs) to sales talk – qualified leads = people ready to buy. Prove it works! A/B testing shows your marketing's not just smoke and mirrors.

- Montrer l'impact sur les ventes trimestrielles. - Démontrer l'augmentation des leads qualifiés. - Illustrer l'amélioration des taux de conversion. - Présenter les gains en engagement client. - Utiliser des graphiques pour visualiser les KPIs. - Relier les résultats aux objectifs stratégiques. - Mettre en avant les succès de campagnes passées. - Partager des études de cas réels et pertinents. - Comparer les périodes avant et après marketing. - Quantifier les retours sur investissement.

Besides showcasing growth and engagement results, I believe the power of product marketing also lies in infusing innovation into the product. Thanks to a clear understanding of customers' use cases and pain points, product marketing can definitely contribute to product innovation and, ultimately, to customer satisfaction. This is something we can measure with NPS.

- Identifiez les objectifs clés de votre patron. - Montrez comment le marketing produit les soutient. - Reliez vos actions à leurs priorités. - Parlez leur langue, utilisez leurs indicateurs. - Démontrer l'impact direct sur les résultats. - Adaptez vos stratégies à leurs attentes. - Utilisez des données pour valider vos arguments. - Soyez proactif dans la communication des succès.

Offer Real-World Examples: Mention successful product launches within your industry. "Remember how [Company X]'s recent product launch generated so much buzz? Their strong product marketing strategy played a key role in that success." Frame it as Collaboration: Emphasize how product marketing works with other departments. "Product marketing works hand-in-hand with sales to position the product effectively for our target audience. By working together, we can ensure a smooth go-to-market strategy."

Feeling like your boss undervalues product marketing? Ditch the jargon! Explain it like building hype for your product (it kinda is!). Show them how it creates customer love and skyrockets sales. Track the cool stuff - website visits, leads, social buzz - and translate it to "more people want to buy." Basically, be a product marketing ninja! Align your skills with your boss's goals (more sales? market dominance?) and show them how you're the secret weapon. Think GoPro - adventure focus, sales boom! Product marketing can be your secret weapon, not a side project. Show results, turn it into theirs too!

Let's face it, aligning with goals is crucial for any function—not only to gain legitimacy and prove success but also to ensure you are following the strategic direction of the company and supporting the overall company goals. For product marketing, this is even more true because if you are not focusing on the right goals, you risk targeting too broadly, crafting less impactful messaging, and ultimately missing your targets. The challenge in the go-to-market strategy is really aligning the goals between product, marketing, and sales, and identifying that sweet spot that allows product marketers to build the most powerful value proposition for the ideal target audience and leverage it through the right channel at the right moment.

Nailing your OKRs to 4 crisp tight objectives that only PMM can do well is a great start. Once decided, assign no more than 3-4 deliverables per objective. Ensure you communicate your objectives and associated deliverables at every opportunity. They are your priorities, and by definition, what are not priorities. Going though this exercise rigorously will help align your goals.

Communicate the Value: Regularly update your boss on product marketing activities and results, tying them to business goals. Speak their language! Use metrics they care about (sales, brand awareness) to showcase how product marketing drives success.

Speaking from my experience, clear communication and regular updates can transform your boss's perspective on product marketing by showcasing tangible business outcomes and fostering trust in your strategic decisions.

- Expliquez les bénéfices concrets du marketing produit. - Utilisez des exemples chiffrés pour illustrer vos propos. - Montrez l'impact direct sur les ventes et la fidélisation. - Fournissez des rapports réguliers et clairs. - Utilisez des visuels et des graphiques. - Adaptez le langage à la vision du patron. - Soulignez les gains rapides et mesurables. - Proposez des solutions spécifiques et adaptées. - Impliquez le patron dans les décisions clés.

When challenges arise in product marketing, always offer solutions to your boss. For example, if market research identifies a demand for a new product feature, propose a targeted marketing campaign. Present a clear plan with expected outcomes, resource requirements, and a timeline. This proactive approach demonstrates your grasp of product marketing's value and your commitment to driving business growth. By providing actionable solutions, you show initiative and contribute to aligning marketing strategies with company objectives effectively.

Think "Solutions, not Problems." Identify market gaps & propose targeted campaigns. Outline potential outcomes, resources, and timelines. Show initiative! This demonstrates your understanding of product marketing's role in driving business growth.

- Présentez des solutions claires et actionnables. - Utilisez des données pour prouver l'impact du marketing. - Proposez des campagnes spécifiques pour combler les lacunes. - Préparez un plan détaillé avec objectifs et échéancier. - Montrez des études de cas de succès similaires. - Fournissez des estimations de ROI pour chaque action.

Welcome Feedback! Actively seek your boss's input on strategies & execution. This shows respect and opens the door for their involvement. Their insights can refine your approach and solidify product marketing's value.

Giving and receiving feedback is gift. Ensure it's constructive and any negativity is focused on the idea not the person. Processes like the 360 feedback loop can help.

If your boss doesn't appreciate the significance of product marketing, you can show them how it contributes to the company's bottom line and how it keeps the company at the forefront of its industry. After all, a truly successful product marketing program will have data that demonstrates this (even if it's just a campaign or two).