2023 turned out to be quite the plot twist in my career story. As the year unfolded, our company reached a point where our \products were thriving in a sort of 'auto-pilot' mode. The need for extensive product development diminished, and suddenly, my role as a Product Design Lead started to a bit redundant. But as they say, when one door closes, another opens. That's when I got the call — the team needed someone who could blend critical thinking with a dash of creative flair, and apparently, I'm that guy!
It's been a bit of a whirlwind, not gonna lie. Swapping product specs for marketing strategies is like learning to dance a whole new rhythm. But, you know what? I'm kind of loving it. Every day brings a new challenge, whether it's crafting a brand strategy that resonates with our audience, brainstorming viral-worthy online campaigns, figuring out how to dominate SEO rankings, and then I'm collaborating with our KOLs to get our brand out there in cool, innovative ways.
Now, you'd think product management and marketing are two entirely different worlds, right? Well, that's what I thought too, until I started getting my feet wet in the marketing pool. It didn't take long for me to realize that, hey, these two worlds aren't so different after all.
Both realms (product & marketing) are fundamentally about understanding and catering to the customer. In product, it's about solving their problems; in marketing, it's about communicating those solutions effectively.
Let's explore several areas where product and marketing intersect:
Customer-Centricity: The Metrics
In product management, it's all about diving deep into what the customer needs and wants. We spend hours analyzing feedback, studying how users interact with our product, and constantly tweaking things to make sure we're solving real problems for real people.
Meanwhile in marketing, we're not just blasting out generic ads; we're creating narratives that speak directly to our customers' desires, challenges, and aspirations. It's about understanding their journey — where they come from, what they're looking for, and how our product can be a part of their story.
Whether we're building the product or telling its story, we're always circling back to that one crucial question:
How does this add value to our customer's life? 🔍
Data-Driven: The Heartbeat
In my role as a product guy, data was my go-to. I mean, every feature, every tweak in the product was backed by solid data. We weren't just throwing things at the wall to see what sticks. We had user analytics, feedback, market research — you name it.
Now, as I delve more into the marketing side of things, guess what? The story doesn't change much. But here, it's more about understanding the customer from a market perspective. Whether it's deciding on which campaign to run, what content resonates with the audience, or how to allocate the marketing budget, data is the key ingredient in the recipe for successful decision-making.
While product folks use data to build better products, marketers use it to create more effective campaigns.
PRD vs GTM: The Guidance
At first glance, Product Requirement Document (PRD) and a Go-To-Market (GTM) plan might seem like they belong to two different worlds, but dig a little deeper, and you'll notice they're pretty similar siblings in the business family.
Just like the PRD, the GTM plan is all about strategy — but instead of focusing on building the product, it's focused on launching it to the market. This plan maps out how to introduce the product to the market, including identifying the target audience, crafting the messaging, choosing the right marketing channels, and setting the sales strategies. It's a comprehensive plan that ensures everyone in sales, marketing, and another cross-function team is on the same page and knows their role in bringing the product to the market successfully.
They both share a fundamental goal: ensuring that the right product is delivered to the right audience in the most effective way.
Both roles share the same essence, with differing outputs — product development centered around platforms, apps, or desktop. While marketing encompasses a variety of outputs like campaigns, social media initiatives, KOL's direction, and search engine strategies.
You see, I made a pivot from the world of product management to the vibrant realm of marketing, and it wasn't as challenging as it may seem. Why? Because I realized that I had a secret weapon — my product sense.
I realize the transition itself wasn't about abandoning my product roots; it was about expanding my horizons. The analytical skills I had developed as a product designer proved to be invaluable in the world of marketing. In retrospect, my career pivot wasn't as formidable as it first appeared. My product sense was the North Star that guided me through uncharted waters, reminding me that no matter the role, the customer should alwayjs be at the forefront.
2023 has been a year of transformation, and I'm grateful for the opportunities it has presented. With each challenge and triumph, I've grown both personally and professionally.
Above all, my greatest hope is that 2024 will be a year of continuous learning & growth. I want to stay curious, stay hungry for knowledge, and keep pushing the boundaries of what I can achieve.
After all, it's the journey, the challenges, and the lessons learned along the way that make our career paths truly remarkable.