3 Ways to Shine as a Product Manager

Contributed by Tom Huntington When was the last time you really blew it? When have you nailed it? Product managers are changing jobs every few years, so we really need to know what it takes to shine. Twenty-five product executives tackled these issues at a recent breakfast meeting in order to sketch out how to be…

5 Sales Alignment Misfires and How to Avoid Them

Contributed by Lisa Dennis Getting Sales Enablement right isn’t a sure thing. There are many different views of what it should and should not be. Expert advice abounds – as well as expert definitions. Two good definitions that carry a lot of weight in the technology space are IDC’s: Getting the right information into the…

6 Clues You Got Buyer Personas Wrong

Contributed by Katie Martell Buyer Personas are a big deal in most product marketing circles.  You can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective product marketing. You’ll hear industry experts, consultants, and industry pros alike advocating their adoption. In fact, 73% of…

The Ugly Truth About Product Marketing Content

Hear me out, product marketers. Your content? It might be a problem. If you’re like many PMMs, you’re probably observing a huge, trendy wave of emphasis on content marketing. It costs 62% less than traditional marketing and generates roughly 3 times as many leads (Aberdeen Group.) And product marketers? We’re all shrugging because of course, we’ve been making content forever. We had this down…