High level general definition of product marketing to open a discussion about the distinctions, focus and competencies necessary to define product marketing within an organization.

1. Cindy F. Solomon, CPM/CPMM AIPMM* Certified Product Manager (CPM) Certified Product Marketing Manager (CPMM) *The Association of International Product Marketing and Management (AIPMM) http://www.linkedin.com/in/cfsolomon What is Product Marketing?

2. Product Marketing is product Management by any other name

3. Requires close interaction with Business Development, Product development, Marketing Communications, Online Marketing, and Sales management. Product Marketing

4. Requires Strong communication, collaboration and evangelizing skills, Ability to convert technical positioning into key market messages, and Ability to launch new products into the market. Product Marketing

5. Creates the marketing plan identifying methods for customer acquisition and customer retention Measures effectiveness of product marketing programs Maintains (and drives) product launch plans Product Marketing

6. Defines buyer personas Determines market messages Delivers thought-leading content via all out- reaching actions; events, websites, blogs, social media, and other outlets Product Marketing

7. Identifies product references for industry and customer referrals Aligns sales tools and ideal sales process to the typical buying process Facilitates channel training including competitive threats and related industry news Product Marketing

8. Cindy F. Solomon, CPM/CPMM AIPMM* Certified Product Manager (CPM) Certified Product Marketing Manager (CPMM) *The Association of International Product Marketing and Management (AIPMM) http://www.linkedin.com/in/cfsolomon