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
MARTINA LAUCHENGCO is the product marketing partner at Silicon Valley Product Group and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Martina worked at Microsoft and Netscape, two of the most formative tech companies of all time, before advising startups and Fortune 500 companies. A lecturer in the engineering graduate program at UC Berkeley, her work has been featured in TechCrunch and VentureBeat.
Martina received her BA and MA from Stanford University. An avid cyclist, runner and snowboarder, she lives in San Francisco with her husband and two children.
Twitter: @mavinmartina
LinkedIn: martinalauchengco
Martinalauchengco.com
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