Product Marketing Misunderstood

Product marketing is not a new function. Just like sales, accounting, and so on,it''s been around for decades. The only difference is perception. Ask anyone what asales rep does, and they''ll tell you they sell stuff. Ask about product marketersand…you''ll get wildly different answers at best, blank expressions at worst. Anyonewho really knows product marketing understands the tremendous value it adds toorganizations, but not enough people seem to get it, which can make it notoriouslyhard for product marketing managers (PMMs) to get the recognition they deserve.Product Marketing Misunderstood helps you apply the tools of your own trade to yourjob—positioning, messaging, research, personas, and more—helping your entireorganization value what you do. Created by the founder of the Product MarketingAlliance, this essential guide arms you with the tools you need to show colleaguespast, present, and future that product marketing lies at the heart of yourcompany.