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Marketing Plan

Articulate the strategies and tactics for generating awareness and leads for the upcoming fiscal period, including key programs and events with measurements and goals.

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	Tools & Templates Note: Tools & Templates are accessible by course completion. You will not be able to access templates that you haven't taken the course for.
	Goal Prioritization	Use this document to prioritize your marketing goals and for assigning an importance level to each so you can strategize more effectively.
	Product Marketing Canvas	Utilize this power-packed resource for mapping out marketing program goals and needs within your organization.

	PAC Discussions
	Great Product! Poor Marketing	Here peers exchange "in the wild" examples of great products who missed the mark when it comes to their marketing strategy and what you can learn from their misses.
	How to Establish Product-Marketing Roles to Execute a Successful Marketing Plan	Members share how they break-down the responsibilities between product and marketing and how to partner together to create strategies and find solutions to pervasive problems.
	Product Marketing Functions That Involve UX Teams	Here peers exchange thoughts on how to approach a new marketing function that includes user experience teams and how to best align and delegate duties based on team strengths.
	Should Enhancements Require a Go-To-Market Plan?	In this thread, members share thoughts on how to best convey product enhancements and what communication requirements are most important during the process.
	How to Approach Marketing Strategy in Release Notes	Here peers offer insights on how to navigate the creation of release notes and opportunities you can capitalize on in the process.
	Pass the Case Study Litmus Test	Can your case study pass the litmus test? This PAC conversation aims to find out!
	Success Story Framework & Example Questions	Here members share their favorite questions to ask during customer success stories and videos.
	Sun Setting Products and Support	How do you sunset your product, and market that transition on your team?

	Articles, Blogs & Reports
	The Surprising Truth About What Motivates Us	This article provides a surprising twist on questions surrounding motivation and what really drives employees to do the work that they do.
	Amplify Your Agile Marketing by Walking on the Moon	One small step for product marketing, one leap for agile! Check out this resource on how to keep your customer feedback loop going within the agile process.
	Why Marketing Should Go Agile	Marketers should take a cue from software development to become more adaptable.
	Example Marketing Programs Calendar	Need a calendar template to track your programs on a monthly basis? Click here!
	The Road Not Taken	What agile approach should you take? Will it be an interactive approach (scrum methodology) or a flow-based approach (kanban)? This article helps you to weigh the pros and cons of both approaches to make an informed decision to determine which works best for you!
	Go to Market Plan	Checkout this resource that provides a concise list covering how to create a go to market plan and what it should consist of.
	Behind the Numbers	Find out how product professionals describe themselves and the skills that help them be successful.
	Surf's Up! What Surfing Can Teach Us About Navigating the Marketing Waters	Do you like to surf? Do you like marketing? Check out this fun article that uses a surfing analogy as a way to list the key representative groups that you need to speak to in order to understand your market.
	The Road Not Taken: Choose the Right Agile Marketing Approach	Looking to change your broken processes? Andrea Fryrear ventures forth with two main methodologies of Agile, the scrum (or iterative) process or the kanban (flow-based) process.
	Learning to Market More 'Intelligently' with AI	The worst part of marketing, as any marketer can tell you, is that there is never a "slow" time. Whether you're a marketing assistant or a CMO, if you don't have enough to do, you are the only one to blame.
	Designing an Agile Marketing Organization: Roles, Responsibilities and Restructuring	Adopting an agile approach to marketing won't happen overnight; it requires ongoing attention and deliberate action. But if you take the time ti prepare the soil, provide a stable structure, and give it room to expand, you'll have an agile marketing garden whose innovation, productivity and success can feed a growing business for years to come.
	Does Marketing Matter?	Buyer personas are rewriting the rules about ROI.

	Videos, Webinar & Podcasts
	Future Proofing Your Product	Webinar: Francisco Bram, head of global product marketing at Uber Eats, wants to help you prepare for the future! In this Product Chat on how to use your market to future-proof your product, Francisco shared his thoughts on why its important to listen to your audience and collect user insights, identifying marketing personas, how to help product teams build customer-centric products and services, and so much more!
	The Secrets Behind a B2B Marketing Campaign that Delivered a 20+ ROI	Ask The Expert: @Jean Sebastien Tasse, Director of Products and Innovation at XRM Vision, sheds some light on how he and his team created successful marketing campaigns and how you can too. In this discussion, Jean shared his top seven tips for success including using market research to challenge preconceived ideas, partnering with sales for event promotion, yielding better results through a holistic approach to marketing and more.

	Additional Resources
	Product Marketing Cohort Group	We have a group dedicated to all things Product Marketing, including conversations, experts, and resources. Join the group here!

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