Are you a new Product Marketing recruit, or a Marketing Leader hiring Product Marketers?
You’re likely tasked with defining overarching go-to-market strategy while achieving iterative and incremental growth optimization.
Execution against these goals differs from one team to another, but for many, Product Marketing Managers influence 5 core strategic functions:
- Product Launches
- Competitive Analysis
- Sales Enablement
- Customer Experience
Here is a sample of a 30-60-90 Day Onboarding Plan addressing each value driver to accelerate onboarding and growth during the probationary period.
- Product Launch – Test new or existing products and features
- Messaging – Refine ICP and Persona factors for new and existing solutions
- Competitive Analysis – Trial or demo competitive platforms while gathering collateral and differentiating details from vendors’ sales reps
- Sales Enablement – Learn current sales processes and procedures
- Customer Experience – Review customer case studies and various use cases
- Product Launch – Itemize deliverables necessary for a successful product launch
- Messaging – Draft solution’s value proposition or positioning statement for features
- Competitive Analysis – Gather publicly available information on product, pricing, usage, reviews, and marketing strategy
- Sales Enablement – Determine core strengths and areas of improvement
- Customer Experience – Define beta testing framework and success metrics
- Product Launch – Suggest features to implement for product roadmap
- Messaging – Map content to buyers’ journey of each ICP and persona for marketing campaigns
- Competitive Analysis – Create competitive matrix comparing product, price, usage, and integrations
- Sales Enablement – Train sales teams on messaging, new releases, and competitive intelligence
- Customer Experience – Draft new case study describing situation, task, action and result
This blueprint is most effective for individually contributing Product Marketing Managers at Pre-IPO B2B SaaS companies.
Feel free to make a copy and modify based on your team’s needs and responsibilities. Stay tuned for best practices in the five core strategic functions!