Too many companies confuse product marketing with product management—costing them alignment, customers, and revenue. Learn how to unify your strategy and drive results.
In this final episode of the Marketing Phoenix Podcast's six-month Growth Marketing Series, Melissa Rogozinski sits down with B2B product strategy consultant, Tina John, to unpack the critical differences and collaboration points between product management and product marketing.
Whether you're launching, scaling, or preparing to exit, Rogo and Tina break down the essential frameworks and practical steps to align your go-to-market strategy, support sales, and accelerate sustainable growth.
What You’ll Learn:
- The difference between product management and product marketing—and where they overlap
- Why product strategy is central to successful go-to-market planning
- How to prioritize growth strategies at each business stage: startup, scale-up, or exit
- What makes sales enablement essential for increasing valuation
- The role of competitive and market research in building a strong growth marketing foundation
- How aligning product and marketing teams drives faster execution and better KPIs
Chapters:
- 00:46 – Introducing the 6 Pillars of Growth Marketing
- 01:25 – Exploring Tina John’s Product Strategy Background
- 02:27 – Comparing Product Management and Marketing
- 03:45 – Identifying Overlap Between PM and PMM
- 04:24 – Defining Buyers Versus Customers
- 04:58 – Developing a Strong Product Strategy
- 06:51 – Aligning Product Management and Marketing
- 07:43 – Recognizing the Need for Product Strategy
- 09:21 – Using Messaging in Product Marketing
- 12:40 – Tying Business Goals to Product Messaging
- 13:54 – Supporting Sales Through Product Strategy
- 15:26 – Using VOC to Shape Product Strategy
- 17:24 – Evolving Product Strategy: A Real Example
- 20:17 – Outlining the 3 Pillars of Strategy
- 21:38 – Enabling Sales with Strategic Tools
- 22:10 – Building Vision and a Roadmap
- 27:03 – Conducting Competitive and Market Research
- 28:47 – Knowing Where to Start with Strategy
- 33:46 – Recapping Strategy, Management, and Marketing
- 34:39 – Aligning PM and PMM for Business Growth
- 35:46 – Driving Close Rates Through Product Strategy
Episode Resources:
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