Foreword by Marty Cagan xiii
Introduction: My Story 1
Part One: The Foundation: Understanding Product Marketing’s Fundamentals 7
Chapter 1: When David Beats Goliath: Why Product Marketing Matters 9
Chapter 2: The Fundamentals of Product Marketing 16
Chapter 3: Ambassador: Connect Customer and Market Insights 24
Chapter 4: Strategist: Direct Your Product’s Go-to-Market 31
Chapter 5: Storyteller: Shape How the World Thinks About Your Product 39
Chapter 6: Evangelist: Enable Others to Tell the Story 47
Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well 53
The People and Partnerships
Chapter 7: Strong Product Marketing: Skills of the Good 55
Chapter 8: How to Partner with Product Management 66
Chapter 9: How to Partner with Marketing 74
Chapter 10: How to Partner with Sales 81
Essential Processes and Tools
Chapter 11: Discovering and Rediscovering Market Fit 88
Chapter 12: Product Marketing in the Age of Agile 98
Chapter 13: The Metrics That Matter 105
Part Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy 111
Chapter 14: When Strategy Guides Product Go-to-Market: Salesforce 113
Chapter 15: What the iPhone Shows Us About Adoption Life Cycles 117
Chapter 16: The Brand Lever: It’s Not What You Think 127
Chapter 17: The Pricing Lever: It’s About Perceived Value 134
Chapter 18: Marketing When It’s Not About Product 141
Chapter 19: The One-Sheet Product Go-to-Market Canvas 149
Chapter 20: Understanding in Action: Real Marketing Plans 159
Part Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging 167
Chapter 21: Discover Your Position 169
Chapter 22: How to Listen and Connect: Expensify and Concur 174
Chapter 23: Understanding in Action: Netflix and Zendesk 181
Chapter 24: The Balancing Act: Right Message, Right Time 192
Chapter 25: The One-Sheet Messaging Canvas 199
Part Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company 207
Chapter 26: Leading and Transforming Product Marketing 209
Chapter 27: How to Hire Strong Product Marketing Talent 218
Chapter 28: How to Guide a Product Marketing Career 225
Chapter 29: Product Marketing by Stage: Early, Growth, Mature 231
Chapter 30: Mature Company Inflection Points: When to Lean into Product Marketing 238
Conclusion: What You Can Do Right Now 244
Appendix: Marketing Terms Explained 247
Acknowledgments 255
About the Author 258
Index 261
