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Introducing Captain Chaos

It’s hard to believe that I’ve been working in product marketing and product management for over 15 years

It’s hard to believe that I’ve been working in product marketing and product management for over 15 years.  Amazingly  I still find the job exciting and challenging.

There is never a dull day and never a day when you think to yourself “What should I do?”. Product Marketing is the hub of activity both internally and externally for a software company.  Now don’t get me wrong.  Product Marketing isn’t a very easy job.  The role is never ending and the responsibilities go up to the highest level of the company.

If the company doesn’t make the quarter immediately its a problem with the story. Development relies on Product Marketing to provide feedback on what’s working and what’s not.  Customers rely on the story being accurate and not leading them astray down a dark road.    Some days I think that I’m Captain Chaos where it’s up to me to bring order to the entire organization and make sure that sales, marketing, development & customers are all on the right track.

Explaining product marketing is always a challenge.  As a matter of fact it’s even a challenge within a company.  The lines between product management and product marketing are fuzzy at best.  You can always look at the chart that Pragmatic Marketing publishes as a baseline.  But, I find that the best way to determine the responsibilities of each team is to just sit down and carve it out.  Most of the time this will work exceptionally well because you end up matching the job needs to the skills of the team in place.

Product Managers tend to be process oriented people who have full ownership of the solution and where it goes.  They know how to define requirements, user stories, personas.  They like to hear how customers are using their software and they like to know what the competition is doing.  They plan, motivate and execute project plans that propel the company software to the next level.  On the other hand most product marketing managers are big picture thinkers.  They look at the overall story.  They look at how to take that one technical advantage and turn it into a basis for not only the software’s story but also a series of communications and marketing programs to get the word out.  They know the landscape and they can pitch their product to any audience with a moments notice.

No matter how you carve out the roles and responsibilities, Product Marketing and Product Management are both important to the success of a software business.  With all these years of product marketing under my belt I have a unique perspective on the industry and an eye for spotting the bullshit and the fantastic.  I am writing this blog to share what I’ve learned over the years. and to offer my opinion on hot topics of the day.  Thanks for stopping by for my inaugural post and I look forward to seeing you around here again!

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David Abramowski
Captain Chaos – AKA Product Marketeer

 

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More Stories By David Abramowski

David Abramowski is a technologist turned product leader. David was a co-founder of Morph Labs, one of the first Platform as a Service plays on AWS. He was the GM for Parallels Virtuozzo containers, enterprise business, and most recently he is the leader of the product marketing team for the IT Operations Management solutions at the hyper growth SaaS company, ServiceNow.

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