When is the right time for a growing company to create a formal Product Marketing position?
This was selected as Best Answer Liz, Product Management has both Inbound and Outbound components to it as you have mentioned. Inbound involves all stages from conception to delivery of a product and is focused more towards internal groups (Development, QA, etc.). Outbound is more to do with customer and market facing activities. Activities like Market Research, Positioning, Branding, and Pricing will fall under Outbound, while Requirements gathering, Prototyping, Design, Delivery and building Roadmaps is with Inbound. Inbound is more Technical and Outbound is more Marketing focused. The best time to define a Product Marketing role is, when the product is ready to move from its early stage to mainstream market and need to be positioned against competition and generate more awareness and revenue. It makes more sense for small companies to have a stabilized product with Product Management and then create this Product Marketing role to take the product to the next level. As far as overlap
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