The Role of a Product Marketing Manager in Modern IT Companies

In today’s IT companies, the product is a key asset that determines business success. However, building a successful product requires not only technical expertise and a deep understanding of user needs, but also effective communication with the market. This is where the role of the Product Marketing Manager (PMM) comes into play.

In this article, we’ll explore the function of the PMM in a product team, why this role is so important, and how it interacts with other team members.

Who Is a Product Marketing Manager?

A Product Marketing Manager is a specialist positioned at the intersection of product, marketing, and sales. Their main goal is to help the product find its place in the market, attract the target audience, and ensure successful positioning. The PMM acts as a bridge between the internal team (developers, designers, product managers) and the external world (customers, partners, investors).

Key Responsibilities of a Product Marketing Manager

Product Positioning

One of the PMM’s core tasks is to define how the product is perceived in the market. This includes:

• Analyzing competitors and market trends
• Developing a unique selling proposition (USP)
• Crafting a clear message that resonates with the target audience

Creating Marketing Materials

The PMM is responsible for preparing materials that help promote the product, such as:

• Landing pages, presentations, and videos
• FAQs, use cases, and educational content
• Advertising campaigns and social media content

Sales Enablement

The PMM plays a critical role in preparing the sales team to work with the new product by:

• Training the sales team and providing scripts and talking points
• Creating client-facing documents (e.g., comparison charts with competitors)
• Assisting in pricing strategy development

Product Launch

The PMM coordinates all stages of the product launch, including:

• Creating a Go-to-Market plan
• Organizing advertising campaigns and PR activities
• Measuring launch results and analyzing feedback

Market Feedback

The PMM gathers and analyzes data on how the product is perceived by users:

• Customer feedback
• Analytics data (e.g., conversion rates, retention)
• A/B testing results

This information is then shared with the development team and product managers to guide product improvements.

How a PMM Collaborates with Other Roles in the Team

With the Product Manager

The Product Marketing Manager and Product Manager work closely together. While the Product Manager focuses on what to build, the PMM determines how to sell it.

Example of collaboration:
The PMM conducts market research and provides the Product Manager with data on customer needs. This data forms the basis for new features or product improvements.

With the Marketing Team

The PMM guides the marketing efforts to ensure they focus on the product’s key strengths.

Example of collaboration:
The PMM helps marketers create a campaign that highlights the product’s unique selling proposition (USP) and addresses specific customer pain points.

With the Sales Team

The PMM prepares the sales team to work with new products by training them and providing all the necessary materials.

Example of collaboration:
The PMM runs a training session for the sales team, explaining how to present the product effectively and handle customer objections.

With Analysts

The PMM uses data from analysts to evaluate the effectiveness of marketing campaigns and product launches.

Example of collaboration:
Analysts provide the PMM with insights into user behavior after a product launch, helping adjust the promotion strategy accordingly.

Why the PMM Role Is So Important to a Product Team

They Understand the Customer Better Than Anyone

The PMM is deeply immersed in target audience research and understands what drives purchasing decisions. This enables the team to build products that truly solve customer problems.

They Help the Product Stand Out

In a crowded market, it's not enough to create a great product — its value must be clearly communicated. The PMM crafts the right narrative and ensures the product gets noticed.

They Provide Valuable Feedback

The PMM collects feedback and data on how the product is perceived in the market. This allows the team to quickly adapt to changes and continuously improve the product.

They Coordinate the Product Launch

Without a well-defined Go-to-Market plan, even the most innovative product can fail. The PMM takes responsibility for the successful launch by ensuring alignment among all stakeholders.

Conclusion

The role of the Product Marketing Manager is indispensable in the modern product development cycle. Acting as the bridge between the product, the market, and internal teams, the PMM ensures that a product not only meets market demands but is also positioned for success.

From aligning messaging with customer needs to empowering sales and coordinating product launches, the PMM plays a central role in making sure the product delivers value — and that this value is clearly communicated to the right audience.

For companies aiming to stand out in competitive markets, having a skilled PMM on the team is not just a benefit — it’s a necessity.