Principle #4
Product marketing is both a strategic and tactical role, but it is very easy to lose sight of the latter if you’re too focused on other things within the process.
For example, it can be easy to get stuck into the weeds and become too distracted with other departmental requests and smaller tasks. Don’t lose sight of your goals by getting inundated with tasks that could have been delegated.
Continue referring back to each task and find the balance between them.
Understand the difference between strategy and tactics, and always ensure the tactics (the actions you undertake to achieve the plan or goal) align to the strategy (the plan or goal you create to achieve).
Learn to say ‘no’ where necessary (without damaging internal relationships) and prioritize so that you’re continually edging closer to meeting those strategic objectives.
Nikhil Dhingra, Director of Product Marketing at D-Wave Systems, says it best:
“One of the key characteristics of a great PMM is the ability to take a step back and approach a problem with a strategic framework in mind, one that helps to snap everything into place in an elegant way, and ultimately execute and operationalize a great solution to that problem.”