“We think the world of our marketing team. They’re talented, creative, and consistently go above and beyond. But with so much on their plate, they don’t always have the time to give us what we need, and they don’t fully understand the technology. It sometimes feels like we’re not hitting the mark with our customers or the wider industry,” – say Product Managers the world over.
“Our Product team is amazing. They know the solution inside and out and are our go-to experts for insights. But, they don’t always grasp what we need to do our job effectively and in the right timeframe,” – say Marketing team members in companies everywhere.
In many organizations, especially start-ups, and scale-ups, the role that typically bridges marketing and product (or ‘propositions’ in service companies) — Product Marketing — is often not considered. But multi-skilled marketing teams, constantly juggling deadlines and competing priorities, rarely have the time to dive deep into the product, fully grasp the competitive landscape, or stay updated with customer needs. To fill the gap, they rely on Product subject matter experts (SMEs) for insights to shape campaigns, craft content, and develop sales collateral. However, Product teams are too often stretched thin and unable to engage at every step, even when they’d like to. The result? All too often, ineffective go-to-market strategies lead to unmet sales and CSAT objectives.
If your organization doesn’t yet have the scale for dedicated Product Marketing expertise to drive better and faster commercial outcomes, here are three practical tips for more effective alignment:
Build from the Core – Before rolling out any product-related marketing tactics, save tons of time by asking Product to create a core messaging document. It requires an initial time investment, but it pays dividends in the long run. Ask them to distill and describe how the offering solves customer pain points and delivers unique value. The document should start by articulating the target customer, their key challenges, and how your offering addresses them better than the rest. The top three differentiators should be highlighted so you don’t have to dig to find them. Ask for supporting proof points such as data, testimonials, or references to existing case studies. Top tip: Don’t just catch it as it flies over the fence; ask the Product team to walk you through it. A shared understanding will deliver a more meaningful impact, and the resulting alignment will endure over time.
Be Curious – Got a question? Before turning to Product managers for answers, take a moment to do some quick research of your own. Product will appreciate the effort, especially as they have already taken the time to provide you with a core messaging document! Plus, it will save you time from waiting for a gap in their hectic schedule to respond. Top tip: Tools like ChatGPT can provide some quick-fire insights before you circle back to Product for further clarification.
Words Matter – When reviewing a draft, you may sometimes feel that Product is nitpicking over wording; but they may have a point - every word counts. Filler words, hyperbole, and clichés can dilute your message and distract from value. Precision will ensure your message resonates. Also, accept that the travel industry is a tight-knit tribe that speaks its own language. Sometimes, but not always, you will need to use the odd industry word or jargon to be credible to customers. Top tip: Ultimately, it's about balance. Product teams should respect Marketing’s ability to combine crisp messaging with impactful creativity to stand out from the crowd and keep the audience engaged.
Whether it’s an urgent product launch, a major event, or a critical lead generation campaign, Marketing and Product teams don’t always have the luxury to align fully. This is where outside expertise can lighten the load. Bringing in a seasoned consultant or freelancer with deep industry experience can ease the pressure and bridge the gap when teams are stretched thin. Their specialized focus helps cut through the noise quickly and efficiently, saving weeks of back-and-forth.
Whether you need help crafting a core messaging, producing sales enablement tools, or injecting specialized expertise into your thought leadership program, Sparkling Communications can help. We combine product marketing expertise with deep domain knowledge when most needed. Reach out to learn more.
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