- Marketing, the department, is about executing the programs that deliver leads and establish brands.
- Product management, the department or function, is responsible for providing Marketing with the value proposition, the positioning, the segments to attack, and benefit/feature stories they and Sales use as the basis for those marketing programs and for individual sales engagements.
You can’t let Marketing develop the value proposition. In fact, you’d better know it before you even start building the solution, because you understand the problem you’ve solving, the segment who has that problem, and why they will buy your solution instead of doing something else with their money (the three components of a value proposition). Marketing can help refine it and articulate it, but it’s not their job to come up with it.
So, if there’s no Marketing department, guess what? You get to do the execution. If there is a Marketing department, guess what? You still have to come up with the value proposition, the segmentation, the competitive differentiation, and the benefits/features.
Thoughts? Is this how you do it?