How to Create a Product Marketing Plan: A Step-by-Step Guide
An Ex-Google PMM's take on product marketing.
Hi, I’m Henry, and in this post, I’ll show you how to build an effective product marketing plan.
Key Elements of a Product Marketing Plan
A solid product marketing plan revolves around three core areas:
Product Launches
Sales Enablement
Thought Leadership
These functions form the foundation of a Product Marketing Manager's (PMM) role, and the plan you build should address all three.
Step 1: Organize Your Plan
You can start by creating a Google Spreadsheet and listing the three main areas:
Product Launches: List the products you’ll be launching and break them down by launch timeline and key deliverables.
Sales Enablement: Define the resources needed to support your sales team. This could be sales collateral, product pitch decks, or an internal resource hub.
Thought Leadership: Plan articles, blog posts, or whitepapers to boost your brand’s presence.
For each category, include columns for:
Deliverables: What will you deliver for each initiative?
Resources Needed: What people or tools are required?
Quarter/Month: When will you accomplish each task?
This structure will help you track progress and ensure that you’re hitting key goals.
Step 2: Joining an Existing Product Marketing Team vs. Being the First PMM Hire
If you’re joining an existing product marketing team, you’ll likely be responsible for:
Managing a few products
Supporting specific sales teams
Owning a few thought leadership projects
On the other hand, if you’re the first product marketing hire, you’ll need to build everything from scratch. This includes:
Overarching narrative: Developing the messaging for all of your products.
Sales pitch decks: Creating compelling sales materials for your team.
Brand awareness: Establishing thought leadership in your industry.
You’ll also need to develop processes, like a product launch timeline for the product team and an internal resource hub for the sales team.
Step 3: Focus on High-Impact Projects
Whether you’re joining an existing team or starting from scratch, it’s essential to focus on a few high-impact projects. Prioritize 3-4 key initiatives per quarter. These could include:
Two product launches
One sales enablement project
A thought leadership initiative
By narrowing your focus, you’ll have a greater impact and provide more value to your organization.
Wrapping It Up
Building a product marketing plan comes down to three core areas—launches, sales enablement, and thought leadership. Use a structured approach to organize and track your progress, whether you’re joining an existing team or building a marketing plan from the ground up. Focus on high-impact projects, and you’ll be set for success.
Ready to Break Into Product Marketing?
If you’re ready to break into product marketing, check out the Product Marketing School, where I’ll teach you everything you need to succeed. You’ll learn product marketing foundations, resume & interview prep, and product marketing skills to make a real business impact.
Plus, you’ll get 1:1 coaching with me and gain access to new and exclusive content not available on YouTube. Start your journey today and take your first step toward becoming the PMM every hiring manager is looking for!