Most tech companies break out product management and product marketing into two separate roles: Product management defines the product and gets it built. Product marketing writes the messaging—the facts you want to communicate to customers—and gets the product sold. But from my experience that’s a grievous mistake. Those are, and should always be, one job. There should be no separation between what the product will be and how it will be explained—the story has to be utterly cohesive from the beginning. Your messaging is your product. The story you’re telling shapes the thing you’re making

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making - The New York Times bestseller

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I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more

Gibson Biddle • Branding for Builders

Marketing cannot just be figured out at the very end. When building a product, product management and the marketing team should be working together from the very beginning. As you build, you should continue to use marketing to evolve the story and ensure they have a voice in what the product becomes.

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making

Finding the best, most honest expression of a product or feature is not easy. That’s why there’s an entire team devoted to it. Product management can create the messaging—the top features, the problem statement—but finding the best way to tell that story to customers is an art. It’s a science. It’s marketing.

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making

The product manager is the voice of the customer. The person sitting there asking „does this make sense for the customer?“, „are we saying / delivering the right things?“, „are we confusing them?“, „how do our customers considering our product compared to competitors?“. For every single customer touchpoint.

You need a small 2-3 Person teams that ma... See more

Azeem Azhar • The Co-Creator of the iPod and iPhone on Radical Innovation (with Tony Fadell)

as well as the founder, the product manager can get technical and that is a problem. Should not delve into how to build, focusing on the customers and the market.

Apple • Gokul Rajaram on designing your product development process, when and how to hire your first PM, a playbook for hiring leaders, getting ahead in you career, how to get started...

Building a product is like making a song. The band is composed of marketing, sales, engineering, support, manufacturing, PR, legal. And the product manager is the producer—making sure everyone knows the melody, that nobody is out of tune and everyone is doing their part. They’re the only person who can see and hear how all the pieces are coming tog... See more