Templates and Tools for Your First 90 Days as a Product Marketing Leader
Templates and Tools for Your First 90 Days as a Product Marketing Leader
This comprehensive starter kit provides new product marketing leaders with ready-to-use templates, frameworks, and tools to accelerate your impact during the critical first 90 days at a tech startup. Each resource is designed to be practical, adaptable, and immediately valuable for establishing your product marketing function.
Strategic Planning Tools
90-Day Planning Template
# 90-Day Product Marketing Plan
## Company Context
– Company stage: [Early/Growth/Scale]
– Product maturity: [Pre-launch/Early market/Established]
– Team resources: [Solo/Small team/Established team]
– Critical business priorities: [List top 3]
## Phase 1: Discovery and Assessment (Days 1-30)
### Learning Objectives
– [Objective 1]
– [Objective 2]
– [Objective 3]
### Key Activities
- [Activity 1 with timeline]
- [Activity 2 with timeline]
- [Activity 3 with timeline]
### Deliverables
– [Deliverable 1]
– [Deliverable 2]
– [Deliverable 3]
### Success Metrics
– [Metric 1]
– [Metric 2]
## Phase 2: Quick Wins and Foundation Building (Days 31-60)
[Same format as above]
## Phase 3: Scaling and Optimization (Days 61-90)
[Same format as above]
## Resource Requirements
– [Tool/Resource 1]
– [Tool/Resource 2]
– [Potential hire/role needed]
## Stakeholder Communication Plan
– [Stakeholder 1]: [Communication approach]
– [Stakeholder 2]: [Communication approach]
Product Marketing Charter Template
# Product Marketing Charter
## Mission
[One-sentence description of product marketing’s purpose in your organization]
## Scope
Product Marketing is responsible for:
– [Responsibility 1]
– [Responsibility 2]
– [Responsibility 3]
Product Marketing is NOT responsible for:
– [Non-responsibility 1]
– [Non-responsibility 2]
– [Non-responsibility 3]
## Key Objectives
- [Objective 1]
- [Objective 2]
- [Objective 3]
## Success Metrics
– [Metric 1]
– [Metric 2]
– [Metric 3]
## Team Structure and Roles
[Current and planned team structure]
## Operating Model
– Relationship with Product: [Description]
– Relationship with Sales: [Description]
– Relationship with Marketing: [Description]
– Key processes owned: [List]
– Collaborative processes: [List]
## Governance
– Decision-making authority: [Description]
– Escalation path: [Description]
– Review cadence: [Description]
Stakeholder Interview Guide
# Stakeholder Interview Guide
## Introduction
– Thank you for making time to meet
– Purpose: To understand your perspective on product marketing’s role and priorities
– Format: 30 minutes of questions, with time for your questions at the end
## Product Questions
- What are the top 3 priorities for our product(s) in the next 6-12 months?
- How would you describe our product’s unique value proposition?
- What customer problems are we solving most effectively?
- Where do you see gaps in our current market approach?
- How would you evaluate the effectiveness of our current product messaging?
## Process Questions
- How has product marketing worked with your team in the past?
- What are the most valuable contributions product marketing could make to your team’s success?
- What information or support do you need from product marketing that you’re not getting today?
- How would you like to be involved in product marketing activities?
- What processes between our teams need the most improvement?
## Outcomes Questions
- How do you measure success for your team?
- How should we measure product marketing’s impact on the business?
- What would make you say product marketing is doing an exceptional job in 6 months?
- What concerns do you have about product marketing’s current approach?
- If you could change one thing about how product marketing operates, what would it be?
## Wrap-up
– Summary of key points
– Next steps
– Any questions for me?
Assessment Frameworks
Product Marketing Maturity Assessment
# Product Marketing Maturity Assessment
Rate each dimension on a scale of 1-5:
1: Non-existent
2: Ad hoc/reactive
3: Defined but inconsistent
4: Established and effective
5: Strategic and optimized
## Messaging and Positioning
– Clarity of value proposition: [1-5]
– Messaging consistency across channels: [1-5]
– Audience-specific messaging: [1-5]
– Competitive differentiation: [1-5]
– Messaging effectiveness measurement: [1-5]
## Go-to-Market Execution
– Launch process definition: [1-5]
– Cross-functional alignment: [1-5]
– Market readiness assessment: [1-5]
– Post-launch analysis: [1-5]
– GTM strategy development: [1-5]
## Sales Enablement
– Sales content quality and completeness: [1-5]
– Sales training effectiveness: [1-5]
– Content accessibility and findability: [1-5]
– Feedback loops with sales: [1-5]
– Sales confidence in messaging: [1-5]
## Market and Customer Intelligence
– Voice of customer program: [1-5]
– Competitive intelligence: [1-5]
– Market trend monitoring: [1-5]
– Win/loss analysis: [1-5]
– Insight distribution effectiveness: [1-5]
## Strategic Influence
– Executive alignment and buy-in: [1-5]
– Product roadmap influence: [1-5]
– Pricing and packaging input: [1-5]
– Strategic planning participation: [1-5]
– Cross-functional relationships: [1-5]
## Total Score: [Sum of all ratings]
Maturity Level:
– 25-40: Foundational (Focus on establishing basic capabilities)
– 41-60: Developing (Focus on consistency and process optimization)
– 61-80: Advanced (Focus on strategic influence and measurement)
– 81-100: Leading (Focus on innovation and market leadership)
## Priority Improvement Areas
- [Lowest scoring area 1]
- [Lowest scoring area 2]
- [Lowest scoring area 3]
Asset Inventory Template
# Product Marketing Asset Inventory
## Sales Enablement Materials
| Asset Name | Format | Last Updated | Owner | Quality (1-5) | Usage (1-5) | Gap Priority (1-5) |
|————|——–|————–|——-|—————|————-|——————-|
| [Asset 1] | | | | | | |
| [Asset 2] | | | | | | |
## Customer-Facing Content
| Asset Name | Format | Last Updated | Owner | Quality (1-5) | Usage (1-5) | Gap Priority (1-5) |
|————|——–|————–|——-|—————|————-|——————-|
| [Asset 1] | | | | | | |
| [Asset 2] | | | | | | |
## Internal Resources
| Asset Name | Format | Last Updated | Owner | Quality (1-5) | Usage (1-5) | Gap Priority (1-5) |
|————|——–|————–|——-|—————|————-|——————-|
| [Asset 1] | | | | | | |
| [Asset 2] | | | | | | |
## Critical Gaps to Address
- [Gap 1]
- [Gap 2]
- [Gap 3]
## Recommended Action Plan
- [Immediate action 1]
- [Short-term action 2]
- [Medium-term action 3]
Competitive Analysis Framework
# Competitive Analysis Framework
## Competitor Overview
| Competitor | Founded | Size | Funding | Target Market | Core Value Prop |
|————|———|——|———|—————|—————-|
| [Comp 1] | | | | | |
| [Comp 2] | | | | | |
## Feature Comparison
| Feature Category | Our Product | Competitor 1 | Competitor 2 | Our Advantage |
|——————|————-|————–|————–|—————|
| [Category 1] | | | | |
| [Category 2] | | | | |
## Go-to-Market Approach
| Element | Our Approach | Competitor 1 | Competitor 2 | Insights |
|———|————–|————–|————–|———-|
| Pricing Model | | | | |
| Target Segments | | | | |
| Channel Strategy | | | | |
| Marketing Focus | | | | |
## Positioning Analysis
| Element | Our Positioning | Competitor 1 | Competitor 2 | Differentiation Opportunity |
|———|—————–|————–|————–|—————————-|
| Category | | | | |
| Core Message | | | | |
| Primary Claims | | | | |
| Evidence | | | | |
## Win/Loss Insights
| Factor | Win % vs. Comp 1 | Win % vs. Comp 2 | Common Win Reasons | Common Loss Reasons |
|——–|——————|——————|——————–|——————–|
| Overall | | | | |
| Segment A | | | | |
| Segment B | | | | |
## Battle Card Strategy
- Top situations where we win against Competitor 1:
– [Situation 1]
– [Situation 2]
- Top situations where we win against Competitor 2:
– [Situation 1]
– [Situation 2]
- Critical competitive gaps to address:
– [Gap 1]
– [Gap 2]
- Key competitive advantages to emphasize:
– [Advantage 1]
– [Advantage 2]
Messaging and Positioning Tools
Messaging Framework Template
# Messaging Framework
## Target Audience
[Describe primary customer persona(s)]
## Market Category
[How do we define the market space we compete in?]
## Customer Problems
- [Primary pain point]
- [Secondary pain point]
- [Tertiary pain point]
## Value Proposition
[Concise statement of the unique value we deliver]
## Positioning Statement
[For (target customer) who (statement of need or opportunity), (product name) is a (product category) that (statement of key benefit). Unlike (primary competitive alternative), our product (statement of primary differentiation).]
## Key Messaging Pillars
- Pillar One: [Name]
– Key Message: [Core statement]
– Supporting Points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence:
– [Proof point 1]
– [Proof point 2]
- Pillar Two: [Name]
– Key Message: [Core statement]
– Supporting Points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence:
– [Proof point 1]
– [Proof point 2]
- Pillar Three: [Name]
– Key Message: [Core statement]
– Supporting Points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence:
– [Proof point 1]
– [Proof point 2]
## Objection Handling
| Common Objection | Recommended Response | Supporting Evidence |
|——————|———————-|———————|
| [Objection 1] | | |
| [Objection 2] | | |
| [Objection 3] | | |
## Tone and Voice Guidelines
– [Guideline 1]
– [Guideline 2]
– [Guideline 3]
## Messaging Do’s and Don’ts
| Do | Don’t |
|—-|——-|
| [Do 1] | [Don’t 1] |
| [Do 2] | [Don’t 2] |
| [Do 3] | [Don’t 3] |
Customer Persona Template
# Customer Persona Template
## Persona Name: [Name]
### Demographics
– Role/Title: [Role]
– Industry: [Industry]
– Company Size: [Size range]
– Education: [Level]
– Age Range: [Range]
– Geography: [Location]
### Psychographics
– Goals and Objectives:
– [Goal 1]
– [Goal 2]
– [Goal 3]
– Challenges and Pain Points:
– [Challenge 1]
– [Challenge 2]
– [Challenge 3]
– Success Metrics:
– [Metric 1]
– [Metric 2]
– [Metric 3]
### Buying Behavior
– Role in Buying Process: [Role]
– Key Decision Criteria:
– [Criterion 1]
– [Criterion 2]
– [Criterion 3]
– Information Sources:
– [Source 1]
– [Source 2]
– [Source 3]
– Potential Objections:
– [Objection 1]
– [Objection 2]
– [Objection 3]
### Day in the Life
[Brief narrative describing their typical workday and challenges]
### How Our Product Helps
– Primary Value: [Value]
– Key Features That Matter:
– [Feature 1]: [Why it matters]
– [Feature 2]: [Why it matters]
– [Feature 3]: [Why it matters]
### Messaging Approaches
– Key Messages That Resonate:
– [Message 1]
– [Message 2]
– [Message 3]
– Language/Terminology to Use:
– [Term 1]
– [Term 2]
– [Term 3]
– Content Preferences:
– [Preference 1]
– [Preference 2]
– [Preference 3]
### Quote
“[Representative quote that captures their perspective]”
### Supporting Research
– [Research source 1]
– [Research source 2]
– [Research source 3]
Go-to-Market Tools
Product Launch Playbook Template
# Product Launch Playbook
## Launch Overview
– Product/Feature Name: [Name]
– Launch Date: [Date]
– Launch Tier: [Tier 1/Tier 2/Tier 3]
– Launch Owner: [Name]
## Launch Objectives
– Business Objectives:
– [Objective 1]
– [Objective 2]
– Success Metrics:
– [Metric 1]: [Target]
– [Metric 2]: [Target]
## Target Audience
– Primary Persona(s): [Persona names]
– Key Use Cases:
– [Use case 1]
– [Use case 2]
– Target Markets: [Markets]
## Launch Timeline
| Timeframe | Milestone | Owner | Status |
|———–|———–|——-|——–|
| T-90 days | [Milestone] | [Owner] | [Status] |
| T-60 days | [Milestone] | [Owner] | [Status] |
| T-30 days | [Milestone] | [Owner] | [Status] |
| T-14 days | [Milestone] | [Owner] | [Status] |
| T-7 days | [Milestone] | [Owner] | [Status] |
| Launch Day | [Milestone] | [Owner] | [Status] |
| Launch+30 | [Milestone] | [Owner] | [Status] |
## Key Messaging
– Value Proposition: [Value prop]
– Key Message: [Message]
– Supporting Points:
– [Point 1]
– [Point 2]
– [Point 3]
## Launch Deliverables
### Market/Customer Research
– [ ] Market analysis
– [ ] Customer research
– [ ] Competitive assessment
### Product Content
– [ ] Product page content
– [ ] Feature documentation
– [ ] Release notes
– [ ] FAQ
### Sales Enablement
– [ ] Sales presentation
– [ ] Demo script
– [ ] Battlecards
– [ ] Email templates
– [ ] Training materials
### Marketing Assets
– [ ] Blog post(s)
– [ ] Social media content
– [ ] Press release
– [ ] Customer stories
– [ ] Video content
### Customer Success
– [ ] Onboarding materials
– [ ] Customer communications
– [ ] Support documentation
– [ ] Training webinars
## Launch Readiness Checklist
| Area | Item | Owner | Status | Notes |
|——|——|——-|——–|——-|
| Product | Ready for release | [Owner] | [Status] | |
| Product | QA completed | [Owner] | [Status] | |
| Product | Documentation complete | [Owner] | [Status] | |
| Sales | Training delivered | [Owner] | [Status] | |
| Sales | Materials distributed | [Owner] | [Status] | |
| Marketing | Campaign ready | [Owner] | [Status] | |
| Marketing | Content published | [Owner] | [Status] | |
| Customer Success | Support trained | [Owner] | [Status] | |
| Customer Success | Rollout plan ready | [Owner] | [Status] | |
## Launch Communication Plan
| Audience | Channel | Timing | Message | Owner |
|———-|———|——–|———|——-|
| [Audience] | [Channel] | [Timing] | [Message] | [Owner] |
| [Audience] | [Channel] | [Timing] | [Message] | [Owner] |
| [Audience] | [Channel] | [Timing] | [Message] | [Owner] |
## Post-Launch Analysis
– Review Date: [Date]
– Metrics Assessment:
– [Metric 1]: [Result] vs. [Target]
– [Metric 2]: [Result] vs. [Target]
– Key Learnings:
– [Learning 1]
– [Learning 2]
– [Learning 3]
– Follow-up Actions:
– [Action 1]
– [Action 2]
– [Action 3]
Go-to-Market Strategy Template
# Go-to-Market Strategy
## Market Opportunity
– Market size: [Size]
– Growth rate: [Rate]
– Key market trends:
– [Trend 1]
– [Trend 2]
– [Trend 3]
## Target Market Segments
- Segment 1: [Name]
– Description: [Description]
– Size: [Size]
– Key characteristics: [Characteristics]
– Primary needs: [Needs]
- Segment 2: [Name]
– Description: [Description]
– Size: [Size]
– Key characteristics: [Characteristics]
– Primary needs: [Needs]
## Buyer Personas
- Primary Decision Maker: [Persona name]
– Key needs: [Needs]
– Pain points: [Pain points]
– Decision criteria: [Criteria]
- Influencer: [Persona name]
– Key needs: [Needs]
– Pain points: [Pain points]
– Decision criteria: [Criteria]
## Competitive Landscape
– Key competitors:
– [Competitor 1]: [Brief positioning]
– [Competitor 2]: [Brief positioning]
– [Competitor 3]: [Brief positioning]
– Our differentiation:
– [Differentiator 1]
– [Differentiator 2]
– [Differentiator 3]
## Positioning Strategy
– Value proposition: [Value proposition]
– Market category: [Category]
– Key messaging pillars:
– [Pillar 1]
– [Pillar 2]
– [Pillar 3]
## Product Strategy
– Packaging approach: [Approach]
– Pricing strategy: [Strategy]
– Product roadmap highlights:
– [Highlight 1]
– [Highlight 2]
– [Highlight 3]
## Channel Strategy
– Primary channels:
– [Channel 1]: [Approach]
– [Channel 2]: [Approach]
– [Channel 3]: [Approach]
– Partner strategy:
– [Partner type 1]: [Approach]
– [Partner type 2]: [Approach]
## Marketing Strategy
– Demand generation approach:
– [Approach 1]
– [Approach 2]
– [Approach 3]
– Key marketing campaigns:
– [Campaign 1]: [Objective]
– [Campaign 2]: [Objective]
– [Campaign 3]: [Objective]
– Content strategy:
– [Element 1]
– [Element 2]
– [Element 3]
## Sales Strategy
– Sales motion: [Description]
– Target customer profile: [Profile]
– Sales process outline:
– [Stage 1]
– [Stage 2]
– [Stage 3]
– Sales enablement approach: [Approach]
## Success Metrics
| Metric | Current | Target (6mo) | Target (12mo) |
|——–|———|————–|—————|
| [Metric 1] | | | |
| [Metric 2] | | | |
| [Metric 3] | | | |
## Implementation Plan
| Initiative | Owner | Timeline | Resources | Status |
|————|——-|———-|———–|——–|
| [Initiative 1] | | | | |
| [Initiative 2] | | | | |
| [Initiative 3] | | | | |
Sales Enablement Tools
Battlecard Template
# Competitive Battlecard
## Competitor Overview: [Competitor Name]
– Company Background: [Brief history and facts]
– Target Market: [Primary segments and customers]
– Product Portfolio: [Key products and services]
– Recent News: [Acquisitions, funding, leadership changes]
## Positioning Comparison
| Element | Our Positioning | Competitor Positioning | Our Advantages |
|———|—————–|————————|—————-|
| Target Audience | | | |
| Value Proposition | | | |
| Key Differentiators | | | |
| Pricing Strategy | | | |
## Feature Comparison
| Feature Category | Our Capabilities | Competitor Capabilities | Talking Points |
|——————|——————|————————-|—————|
| [Category 1] | | | |
| [Category 2] | | | |
| [Category 3] | | | |
## Common Customer Objections
| Objection | Response Strategy | Supporting Evidence |
|———–|——————-|———————|
| [Objection 1] | | |
| [Objection 2] | | |
| [Objection 3] | | |
## Win/Loss Analysis
– Overall Win Rate vs This Competitor: [Rate]
– Primary Reasons We Win:
– [Reason 1]
– [Reason 2]
– [Reason 3]
– Primary Reasons We Lose:
– [Reason 1]
– [Reason 2]
– [Reason 3]
## Sales Triggers
Events that indicate a good opportunity to displace this competitor:
– [Trigger 1]
– [Trigger 2]
– [Trigger 3]
## Talk Tracks
### When They Say: [Common claim 1]
Our Response:
– Key message: [Message]
– Supporting points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence to share: [Evidence]
### When They Say: [Common claim 2]
Our Response:
– Key message: [Message]
– Supporting points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence to share: [Evidence]
### When They Say: [Common claim 3]
Our Response:
– Key message: [Message]
– Supporting points:
– [Point 1]
– [Point 2]
– [Point 3]
– Evidence to share: [Evidence]
## Customer References
| Industry | Company Name | Use Case | Contact Person |
|———-|————–|———-|—————|
| [Industry 1] | [Company] | [Use Case] | [Contact] |
| [Industry 2] | [Company] | [Use Case] | [Contact] |
| [Industry 3] | [Company] | [Use Case] | [Contact] |
## Additional Resources
– [Resource 1]: [Link/Location]
– [Resource 2]: [Link/Location]
– [Resource 3]: [Link/Location]
Last Updated: [Date]
Sales Enablement Content Plan Template
# Sales Enablement Content Plan
## Current State Assessment
– Existing content inventory complete: [Yes/No]
– Top content gaps identified: [Yes/No]
– Sales team feedback collected: [Yes/No]
– Content usage metrics available: [Yes/No]
## Content Priorities
| Content Type | Priority Level | Current Status | Gap Description |
|————–|—————-|—————-|—————–|
| [Type 1] | [High/Med/Low] | [Good/Fair/Poor/None] | [Description] |
| [Type 2] | [High/Med/Low] | [Good/Fair/Poor/None] | [Description] |
| [Type 3] | [High/Med/Low] | [Good/Fair/Poor/None] | [Description] |
## Content Development Plan
| Content Piece | Purpose | Target Completion | Owner | Status | Distribution Plan |
|—————|———|——————-|——-|——–|——————-|
| [Content 1] | | | | | |
| [Content 2] | | | | | |
| [Content 3] | | | | | |
## Content by Sales Stage
| Sales Stage | Existing Content | Planned Content | Priority |
|————-|——————|—————–|———-|
| Prospecting | | | |
| Discovery | | | |
| Solution Presentation | | | |
| Evaluation | | | |
| Decision | | | |
| Implementation | | | |
## Content by Buyer Persona
| Persona | Existing Content | Planned Content | Priority |
|———|——————|—————–|———-|
| [Persona 1] | | | |
| [Persona 2] | | | |
| [Persona 3] | | | |
## Content Effectiveness Measurement
| Content Type | Usage Metric | Engagement Metric | Impact Metric |
|————–|————–|——————-|—————|
| [Type 1] | | | |
| [Type 2] | | | |
| [Type 3] | | | |
## Sales Training Plan
| Topic | Format | Timing | Target Audience | Owner |
|——-|——–|——–|—————–|——-|
| [Topic 1] | | | | |
| [Topic 2] | | | | |
| [Topic 3] | | | | |
## Feedback Collection Process
– Regular feedback mechanisms:
– [Mechanism 1]
– [Mechanism 2]
– [Mechanism 3]
– Success metrics:
– [Metric 1]
– [Metric 2]
– [Metric 3]
– Review cadence: [Cadence]
Measurement and Reporting Tools
Product Marketing KPI Dashboard Template
# Product Marketing KPI Dashboard
## Executive Summary
– Key wins this period:
– [Win 1]
– [Win 2]
– [Win 3]
– Critical challenges:
– [Challenge 1]
– [Challenge 2]
– Top priorities next period:
– [Priority 1]
– [Priority 2]
## Market Performance Metrics
| Metric | Current | Previous | Change | Target | Status |
|——–|———|———-|——–|——–|——–|
| Market Share (%) | | | | | |
| Category Growth (%) | | | | | |
| Brand Awareness (%) | | | | | |
| Competitive Win Rate (%) | | | | | |
## Product Adoption Metrics
| Metric | Current | Previous | Change | Target | Status |
|——–|———|———-|——–|——–|——–|
| New Customer Acquisition | | | | | |
| Feature Adoption Rate (%) | | | | | |
| Time to Value (days) | | | | | |
| Expansion Revenue ($) | | | | | |
## Sales Enablement Metrics
| Metric | Current | Previous | Change | Target | Status |
|——–|———|———-|——–|——–|——–|
| Sales Confidence Score | | | | | |
| Content Usage Rate (%) | | | | | |
| Deals Using New Messaging (%) | | | | | |
| Sales Cycle Length (days) | | | | | |
## Launch Performance
| Launch | Date | Awareness Score | Adoption Rate | Revenue Impact |
|——–|——|—————–|—————|—————-|
| [Launch 1] | | | | |
| [Launch 2] | | | | |
| [Launch 3] | | | | |
## Customer Insights
– Key themes from customer feedback:
– [Theme 1]
– [Theme 2]
– [Theme 3]
– Voice of Customer program health:
– Interviews conducted: [Number]
– Insights generated: [Number]
– Actions taken: [Number]
## Activity Metrics
| Activity | Target | Actual | Status | Impact Rating |
|———-|——–|——–|——–|—————|
| Customer Interviews | | | | |
| Sales Enablement Sessions | | | | |
| Content Assets Created | | | | |
| Win/Loss Analysis Completed | | | | |
## Resource Utilization
– Budget status: [Status]
– Team capacity: [Status]
– Key resource constraints:
– [Constraint 1]
– [Constraint 2]
## Next Steps and Recommendations
- [Recommendation 1]
- [Recommendation 2]
- [Recommendation 3]
Reporting Period: [Date Range]
Team Building Tools
Product Marketing Team Roles and Responsibilities
# Product Marketing Team Roles and Responsibilities
## Team Structure Overview
[Brief description of current or planned team structure]
## Core Roles
### Product Marketing Leader
**Primary Responsibilities:**
– Strategic direction and planning for product marketing function
– Team leadership and development
– Executive stakeholder management
– Budget and resource planning
– Cross-functional alignment
**Key Deliverables:**
– Product marketing strategy
– Resource planning
– Performance reporting
– Team development plan
### Product Marketer (General)
**Primary Responsibilities:**
– Messaging and positioning development
– Go-to-market planning and execution
– Sales enablement content creation
– Competitive intelligence
– Customer and market insights
**Key Deliverables:**
– Messaging frameworks
– Launch plans
– Sales enablement kits
– Competitive analysis
– Customer research insights
## Specialized Roles (As team scales)
### Content Marketing Specialist
**Primary Responsibilities:**
– Product content strategy
– Content development and production
– Content performance analysis
– Storytelling and narrative development
**Key Deliverables:**
– Content strategy
– Product content (white papers, case studies, etc.)
– Content effectiveness metrics
– Editorial calendar
### Competitive Intelligence Specialist
**Primary Responsibilities:**
– Competitor monitoring and analysis
– Competitive positioning development
– Win/loss analysis program
– Competitive strategy recommendations
**Key Deliverables:**
– Competitive landscape analysis
– Battle cards
– Win/loss reports
– Competitive alerts and updates
### Marketing Insights Specialist
**Primary Responsibilities:**
– Market research and analysis
– Customer insights program
– User feedback collection
– Persona development and maintenance
**Key Deliverables:**
– Market research reports
– Voice of customer program
– Customer journey mapping
– Persona documentation
### Sales Enablement Specialist
**Primary Responsibilities:**
– Sales training program development
– Sales content creation and management
– Sales process alignment
– Deal support strategies
**Key Deliverables:**
– Sales training curriculum
– Sales playbooks
– Solution selling frameworks
– Sales content effectiveness metrics
## RACI Matrix
[RACI matrix showing responsibility distribution across team roles for key activities]
## Growth and Development Paths
– Junior to Senior Product Marketer path:
– [Key milestones and skill development areas]
– Specialist to Leadership path:
– [Key milestones and skill development areas]
## Team Scaling Plan
| Company Stage | Team Size | Roles to Add | Trigger Points |
|—————|———–|————–|—————|
| Early Startup | 1-2 | | |
| Growth Stage | 3-5 | | |
| Scale-up | 6+ | | |
## Key Skills by Role
| Role | Essential Skills | Desirable Skills | Development Focus |
|——|—————–|——————|——————-|
| [Role 1] | | | |
| [Role 2] | | | |
| [Role 3] | | | |
Additional Resources for Tech Startup PMM Leaders
Essential Tech Stack Evaluation Guide
# Product Marketing Tech Stack Evaluation Guide
## Core Technology Categories
### Content Management and Sales Enablement
| Solution Type | Key Requirements | Recommended Solutions | Budget Range |
|—————|——————|———————-|————–|
| Sales Enablement Platform | | | |
| Content Management System | | | |
| Digital Asset Management | | | |
### Market and Competitive Intelligence
| Solution Type | Key Requirements | Recommended Solutions | Budget Range |
|—————|——————|———————-|————–|
| Competitive Intelligence Platform | | | |
| Market Research Tools | | | |
| Social Listening | | | |
### Customer Insights and Feedback
| Solution Type | Key Requirements | Recommended Solutions | Budget Range |
|—————|——————|———————-|————–|
| Customer Feedback Platform | | | |
| Survey Tools | | | |
| Customer Interview Management | | | |
### Analytics and Measurement
| Solution Type | Key Requirements | Recommended Solutions | Budget Range |
|—————|——————|———————-|————–|
| Web Analytics | | | |
| Content Performance | | | |
| Attribution Tools | | | |
### Project Management and Collaboration
| Solution Type | Key Requirements | Recommended Solutions | Budget Range |
|—————|——————|———————-|————–|
| Project Management | | | |
| Internal Communication | | | |
| Documentation | | | |
## Implementation Prioritization
- Essential tools (immediate needs):
– [Tool 1]
– [Tool 2]
– [Tool 3]
- Growth stage tools (6-12 months):
– [Tool 1]
– [Tool 2]
– [Tool 3]
- Optimization tools (12+ months):
– [Tool 1]
– [Tool 2]
– [Tool 3]
## Evaluation Criteria Template
| Criterion | Weight | Solution 1 | Solution 2 | Solution 3 |
|———–|——–|————|————|————|
| Feature completeness | | | | |
| Ease of use | | | | |
| Integration capabilities | | | | |
| Scalability | | | | |
| Cost | | | | |
| Implementation effort | | | | |
| Support and training | | | | |
| Total Score | | | | |
## Implementation Checklist
– [ ] Requirements gathering complete
– [ ] Budget approved
– [ ] Vendor demos conducted
– [ ] Stakeholder buy-in secured
– [ ] Implementation team assigned
– [ ] Data migration plan developed
– [ ] Training program created
– [ ] Success metrics defined
How to Use This Starter Kit
This starter kit is designed to give new product marketing leaders at tech startups a running start during their critical first 90 days. To make the most of these resources:
- Begin with assessment: Use the maturity assessment and stakeholder interview guides to quickly understand your current situation.
- Prioritize based on gaps: Identify the most critical gaps in your product marketing function and start with templates that address those areas.
- Customize for your context: Adapt each template to your specific company stage, industry, and team structure.
- Implement incrementally: Don’t try to implement everything at once. Start with foundational elements and build from there.
- Share and collaborate: Use these templates to facilitate cross-functional alignment and collaboration.
Remember that these templates are starting points, not rigid prescriptions. The most effective product marketing leaders adapt frameworks to their specific context while maintaining core best practices.