The Expert's Panel

Topic How do you see the distinction between product marketing and product management?

The Experts Respond

Product management is concerned with product definition, management and control, whereas product marketing is concerned with obtaining market objectives. Let me give you an example; I have a client where a very smart engineer is doing a really good job of product management as I just described. He doesn't, however, have even a vague idea of how to deal with the marketplace. I'm doing the marketing function for him. Together as a team we are doing product marketing. You need both; you have to have product control in one way or another and product awareness in the marketplace or you will not be successful.