When someone mentions the brand Nike, what is the first thing that comes to your mind? I’m sure it must be their tagline, Just Do It. The reason you strongly associate a brand with these elements in your memory is due to branding and marketing. When used correctly, they tend to stay in the minds of customers for a long time.
Product marketing managers (PMMs) are a group of people who facilitate this process. Let us explore their role in detail.
What is the role of PMMs?
PMMs play a crucial role in connecting products with the market. They shape how users perceive a product or brand and highlight its benefits through compelling storytelling. Typically, a leadership role, PMMs plan and lead marketing campaigns, including go-to-market (GTM) strategies. They also conduct market research, design and implement marketing plans, and ensure a smooth product launch. They make sure the product’s value is communicated clearly to the right audience.
The key difference between a PMM and a Marketing Manager is that the former develops the marketing engine for a new product from scratch, while the latter manages the life cycles of existing products. Another role often confused with a PMM is that of a Product Manager (PM). A PM oversees the entire product roadmap, right from vision to launch, while a PMM focuses on marketing activities that communicate the product’s value.
What are the typical responsibilities of a PMM?
Crucial responsibilities of a PMM are as follows:
Perform market research
They conduct extensive market research to understand target segment pain points, identify market gaps, and validate product ideas for key stakeholders. They design unique product features, enhance customer experience, develop sales enablement resources to convert SQLs, and ensure market demands align with stakeholder expectations.
Lead GTM plan for the product
They are responsible for executing the go-to-market (GTM) strategy. It is an elaborate and comprehensive plan to launch a new product in the market and has a short-term focus, emphasising product launches, and centres on defining the product’s value proposition, positioning, and messaging.
Craft product positioning and messaging
They define a clear value proposition, position the product in the desired space in customers’ minds, and craft key messaging to capture interest. Together, these elements form the foundation for a successful go-to-market strategy. They also create user personas - comprehensive profiles of potential customers, highlighting their interests and pain points.
Determine a pricing strategy
Based on the value proposition, positioning, and other factors, they determine the optimal pricing and marketing strategy. This involves shaping the product’s branding and managing marketing channels such as SEO, SEM and lead generation. They also work on setting performance metrics aligned with strategic goals and designing an effective distribution strategy.
Apart from these major responsibilities, a PMM must always be on the lookout for new product opportunities - this could either be an entirely new product or a new feature in an existing product. These must solve customer problems while being profitable for the business.
What are the skills required to become a PMM?
Key skills required to become a PMM are:
- Customer focus
- Empathy
- Communication skills
- Multitasking
- Deep knowledge of the product
- Data analysis
- Storytelling
- Creativity
- Proactive
- Exploratory mindset
- Prioritization
- Copywriting
What are the associated entrance exams?
To become a PMM, you will need a bachelor’s degree in business, marketing, management, economics or a related field. In India, undergraduate entrance exams include CUET, IPU CET, Christ University Entrance Test and state-level commerce or management exams. For postgraduate programs like an MBA or specialised master’s, exams such as CAT, XAT, CMAT, NMAT, or GMAT are required.
For studying abroad, SAT/ACT is required for undergraduate programs, GRE/GMAT for postgraduate programs, and IELTS/TOEFL to demonstrate English proficiency.
What is the growth trajectory in this field?
The growth in this field starts from the associate level and ends at the VP level. The hierarchy is as follows:
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Associate PMM (0-2 years): This is an entry-level role where you master the basics of your role and the business itself. You will work on datasheets, analysing competitors and content creation under the guidance of your seniors.
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PMM (2-5 years): You will be responsible for managing products/market segments on your own, from planning to execution and GTM strategy. This includes product positioning and communication, working on sales pitches and analysing the performance of the product.
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Senior PMM (5-8 years): This is a leadership role where you are expected to define a strategic vision for your product segment. You are required to lead GTM strategies for multiple products, focus on thought leadership through white papers, webinars, and optimise customer personas and buyer journeys according to research findings.
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Director - Product Marketing (8-12 years): This is a senior leadership role where you will be expected to define a strategic direction for product positioning, overseeing GTM plans, anticipating market shifts, and acting as a trusted advisor to executives.
- VP - Product Marketing (12+ years): This role sits at the intersection of executive strategy and market leadership. You will own the company’s marketing narrative, guide long-term growth strategies and oversee global GTM execution. Other responsibilities are aligning marketing initiatives with business goals like revenue and profit, and representing the company while positioning it as a market leader.
What is the expected salary in this field?
Entry-level PMMs can expect a salary of Rs 4-8 lakhs in India, rising to Rs 10-25 lakhs with experience, and over Rs 30 lakhs at the senior level. Currently, there are around 100 job openings across the country.
In terms of USD, your starting pay will possibly be in the range of USD 55k-119k annually and can exceed USD 200k at senior levels.
Companies that commonly hire PMMs include Google, Meta, Amazon, Microsoft, Bank of America, T-Mobile, Flipkart, Paytm, Swiggy and Zomato.
In summary, PMMs craft strategies and messaging that make products resonate with customers. Combining creativity, analysis, and leadership, they enjoy strong growth opportunities and the chance to work with top companies globally. Aspiring PMMs can draw inspiration from both Indian and international leaders.
