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
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What product ships, sales can't sell. This can indicate product was created in too much of a “tech-first” vacuum—and there is some failure in the product team process. Better looks like: Product marketing is a partner in product planning and provides input on what's meaningful to the market. Beyond if a story can be wrapped around it, they should
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