Being a PMM with a multi-product portfolio - Product Marketing Summit

This keynote was delivered at the Product Marketing Summit in Amsterdam.
This session provided the audience with insights, frameworks and templates on how we scaled to a multi product portfolio.
Slides include context, challenges, decisions made, lessons learned and next steps.

1. Being a PMM with a multi-product portfolio Pieter Brinkman /in/ pbrink Midjourney prompt: a stock image for a presentation with the following title ‘ Being a PMM with a multi-product portfolio'

2. Our developer community is about 25.000 developers. These developers work at partners, customers or as individual contractors. COMMUNITY Digital Experience Vendor with Products suite offering solutions for Content management, Experience and Commerce. B2B ENTERPRISE SAAS VENDOR All implementations are done by our partners or customers. Sitecore has a large global ecosystem of implementation partners. IMPLEMENTATION THROUGH PARTNERS 2 3 1 13+ years @Sitecore 20+ years experience in digital industry Lives in Rotterdam, The Netherlands Loves surfing! Pieter Brinkman VP Product Marketing and Developer Relations / pbrink

3. Now Next l essons learned c hallenges state t he journey vision $1.2B Investment Before the story

4. THE CONTEXT

5. Sitecore – the elevator pitch Sitecore has pioneered the way everyone in the market approaches content management for the past 20 years.   Because of our heritage and our commitment to providing choice to our customers, innovative brands like Microsoft, L'Oreal , and United Airlines trust Sitecore to enhance marketing productivity, deliver personalized omnichannel experiences , and drive revenue higher.    Today, we are proud that Sitecore is a modern experience platform intentionally composed with native AI throughout to provide choice & innovation now and in the future. 2024 MAY

6. Managed Cloud / Self Hosted One platform DXP selfhosted product Targeting Marketing leadership Three main competitors Two analyst categories 3+ years ago Product Portfolio

7. Managed Cloud / Self Hosted One platform DXP selfhosted product Targeting Marketing leadership Three main competitors Two analyst categories 3 years ago $ 1.2 billion investment plan to accelerate to cloud through buy, build and partner strategy. Three companies acquired 3+ years ago Product Portfolio

8. 3+ years ago One platform DXP selfhosted product Targeting Marketing leadership Three main competitors Two analyst categories SaaS Managed Cloud / Self Hosted 3 years ago $ 1.2 billion investment plan to accelerate to cloud through buy, build and partner strategy. Three companies acquired 2 years ago Targeting audience; IT and Marketing both users and leadership 20 analyst categories 30+ competitors ! 11 Products Product Portfolio

9. THE CHALLENGES

10. Main challenges The pace of changes and releases coming from product PACE OF CHANGE The biggest challenge of all, inconsistency in message INCONSISTENCY Lacking product knowledge in the Product Marketing team PRODUCT KNOWLEDGE The team didn’t grow at the same scale as the products RESOURCES

11. THE JOURNEY

12. WHY High speed of product releases, we needed to be at the forefront. Increase product knowledge in the team Create meaningful and deep relation with Product Management.  IMPACT Adjust to the language of Product; Pragmatic framework.   Product Marketing moving to product

13. Pragmatic framework The Pragmatic Marketing Framework is a product management and marketing methodology that focuses on understanding market problems, building solutions, and delivering them effectively to target customers. BUSINESS MARKET PROGRAMS PLANNING SUPPORT ENABLEMENT STRATEGY EXECUTION FOCUS Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competencies Market Problems Marketing Plan Revenue Growth Revenue Retention Launch Buyer Experience Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Asset Assessment Advocacy Nurturing Measurement Awareness Use Scenarios Requirements Stakeholder Communication Product Roadmap Programs Events Operations Channels Channel Training Sales Alignment Content Sales Tools https://www.pragmaticinstitute.com/ Strategy Product Marketing Product Management Marketing Customer Success Sales Enablement Solution Engineer Dev Rel Ops

14. Pragmatic framework Note: Unique for every company depending on size and phase   Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competencies Market Problems Marketing Plan Revenue Growth Revenue Retention Launch Buyer Experience Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Asset Assessment Advocacy Nurturing Measurement Awareness Use Scenarios Requirements Stakeholder Communication Product Roadmap Programs Events Operations Channels Channel Training Sales Alignment Content Sales Tools BUSINESS MARKET PROGRAMS PLANNING SUPPORT ENABLEMENT STRATEGY FOCUS EXECUTION The Pragmatic Marketing Framework is a product management and marketing methodology that focuses on understanding market problems, building solutions, and delivering them effectively to target customers. Strategy Product Marketing Product Management Marketing Customer Success Sales Enablement Solution Engineer Dev Rel Ops https://www.pragmaticinstitute.com/

15. WHY High speed of product releases, we needed to be at the forefront. Increase product knowledge in the team Create meaningful and deep relation with Product Management.  IMPACT Adjust to the language of Product; Pragmatic framework. Less focus on Campaigns and lead generation, more on the core assets.  Product Marketing moving to product Where does Product Marketing fit?

16. Agree on the Bill Of Materials (BOM) The Bill of Materials (BOM) comprehensive list of all the assets and activities required for successful product launches and releases, ensuring accuracy and consistency throughout the full company (and beyond). Bill of Material scale consistent accurate Internal Departments

17. The Bill of Materials (BOM) comprehensive list of all the assets and activities required for successful product launches and releases, ensuring accuracy and consistency throughout the full company (and beyond). Bill of Material scale consistent accurate Internal Departments Public BOM assets & activities Messaging House Product Pitch deck Product Guided Demo Product “sizzle” Videos Product Roadmap Website product Page Datasheet Supporting Articles and Blogs FAQs GTM Guidance deck Competitive Overview Competitive Analysis Buyers Guide Comp Intel Monthly update Competitive landmines Win/Loss analysis Buyers Guide Monthly PM Newsletter Monthly Marketing sync P roduct release blog: What’s new Agree on the Bill Of Materials (BOM)

18. Content foundation The Content foundation is the collection of all internal PMM content that is the fundament of all Bill Of Material assets and activities. WHAT Foundational content assets that are small pieces of content that can be build by individual team members. Foundational content is the input for the bill of material assets. Foundational content can consist all PMM internal content including tracking and reporting.

19. Content foundation The Content foundation is the collection of all internal PMM content that is the fundament of all Bill Of Material assets and activities. WHAT Foundational content assets that are small pieces of content that can be build by individual team members. Foundational content is the input for the bill of material assets. Foundational content can consist all PMM internal content including tracking and reporting. WHY Smaller tasks that can be executed by team members while onboarding. Consistency isn’t a requirement for this internal PMM working documents. Templates can be built by during creation of the content

20. CONTENT FOUNDATION ASSETS Competitive Overview Competitive report ICP (Ideal Customer Profile) Persona based messaging Positioning statement Messaging Framework Tracking of customer case studies  GTM Plan & Content per release GTM Brief – release activity and content tracking Demo Script Sales Product Performance Top 3 deals in play Win rate per competitor Product Telemetry Team output dashboard The Content foundation is the collection of all internal PMM content that is the fundament of all Bill Of Material assets and activities. Bill of Material scale consistent accurate Internal Departments Public Content foundation Internal Product Marketing Content foundation

21. MESSAGING HOUSE TEMPLATE Bill of Material scale consistent accurate Internal Departments Public Content foundation Internal Product Marketing Message House PRIMARY MESSAGE SECONDARY MESSAGE MESSAGING THEME A MESSAGING THEME B MESSAGING THEME C feature value statement 1 feature value statement 2 feature value statement 3 feature value statement 1 feature value statement 2 feature value statement 3 feature value statement 1 feature value statement 2 feature value statement 3 A message house is the strategic framework for consistent messaging. Message House

22. agile - consistent - transparent Bill of Material scale consistent accurate Internal Departments Public Content foundation Internal Product Marketing Message House Product / industry change Example processes Content Foundation updates with significant product or industry changes Update BOM assets after content foundation changes. Tracking of asset creation and progress Reporting Communications Processes Example product/industry changes New mayor features New industry trends World changing events Breaking changes Anything significant that impacts the day-to-day for our customers

23. Benefits Consistent output of assets for every product Manage expectation in the business Great teambuilding exercise Compounding impact of consistent delivery Clear processes provide clarity on day-to-day Future proof for future team and product portfolio growth THE MAGIC OF CONSISTENCY Overview scalable , consistent and agile Bill of Material scale consistent accurate Internal Departments Public Content foundation Internal Product Marketing Message House Product / industry change

24. LESSONS LEARNED

25. Execution beats strategy Don’t boil the ocean, start creating output Get stuff out the door and get feedback

26. Don’t reinvent the wheel Never start with a blank page! Use industry examples and templates Use GenAI

27. Prioritize your team on the right tasks Align your team on the company revenue target Example: Product A has 20% revenue target == 20% Product Marketing Team resources Focus on scale

28. It’s OK to say NO Everyone wants everything from Product Marketing. Be empowered to say no by aligning your strategy with the leadership team. Note: not just say NO, be kind and helpful 

29. Separate Product releases from Marketing releases Product is continuously releasing new features and updates. You can’t have a marketing release for every product release, group product releases into one bigger marketing release.

30. Build a diverse team Seniority associate, senior PM and director Knowledge t echnical, product and industry People gender, age, ethnicity, geography Different people == different insights

31. Current status

32. Where are we now? Finalized content foundation for the 11 products Finalized the Bill of Materials for flagship products Back in marketing Where does Product Marketing fit?

33. What’s next?

34. What’s next? Multiproduct How to support the combination of products? Align to Marketing Ownership of revenue generation. Starting point for strategy of Marketing campaigns and activities.

35. YOU THANK Being a PMM with a multi-product portfolio Pieter Brinkman VP Product Marketing and Developer Relations / pbrink @Sitecore