What Product Marketing Actually Is (and What It Is Not)
Product marketing turns a product into a business. What a product marketer does, which strategies count as product marketing, and what it is not.
Product marketing, written and spoken.
Articles on product marketing as a business function, notes on the podcasts and talks I have joined, and what I have published elsewhere. The conversations are mostly in French; the notes are in English.
Everything, newest first
Product Marketing Career Ladder: Manager, Director, VP
Product marketing levels from PMM to Senior, Principal, Director and VP in one table: what you own, what you must prove, what keeps you stuck.
When Should a Startup Hire Its First Product Marketing Manager?
Headcount is a weak signal. Hire your first PMM when product marketing, spread across too many people, creates more noise than value.
How do you make product marketing a business lever, with or without a PMM?
Notes on Le café du market' #159: what product marketing does for the business, who carries it before the first PMM, when to hire one and how they should arrive.
How should a B2B software company set its pricing strategy?
Notes on Le café du market' #108: pricing models, the value metric, tiers and upgrade points, how to test a price, and why pricing needs a clear owner.
How does product marketing change from a startup to a scale-up?
Notes on Just a Click #52: product marketing without a product marketing manager, what changes when a startup becomes a scale-up, and when a dedicated PMM is due.
How does product marketing differ between France and the US?
Notes on Product Marketing Stories #2: culture, market and product maturity explain why French product marketing works differently, and how to adapt US playbooks.
What does a product marketer do, in theory and in practice?
Notes on a FrenchProduit talk with Cassie Leroux: the pains of a company without product marketing, the scope of the role, and a real launch at MailinBlack.
Published elsewhere
Talks, podcasts, interviews and articles hosted by others, selected LinkedIn posts and the tools I have built, linked as they were published. Most of them are in French.
- ToolQuick assessmentrocket.pm · Twelve questions from the book: score your company on the twelve disciplines.2026English
- TalkTalk on product marketing and revenueMarseille2025French
- InterviewTop 20 product marketing specialists in France, 2025 (opens in a new tab)Favikon · Ranked 16th.2025French
- LinkedIn postProduct Marketing Wrapped 2024LinkedIn2024English
- LinkedIn postHow Miro uses Miroverse to drive growth (opens in a new tab)LinkedIn2024English
- LinkedIn postOn pricing, my favourite product marketing topicLinkedIn2024French
- TalkTalk on Product-Led Growth (opens in a new tab)Product Marketing Alliance Summit, Paris · Speaker announcement by Product Marketing Alliance.2024English
- LinkedIn postLet’s play a game (opens in a new tab)LinkedIn2024French
- LinkedIn postCe vendredi, j’ai envie de dire la vérité (opens in a new tab)LinkedIn2023French
- TalkLe product marketing va-t-il remplacer le marketing traditionnel ? (Le Choc des Titans, CDT #9) (opens in a new tab)Wivoo round table, live on Twitch, with Marion Ravut, Jeanne Gazanion and Carlota GüellWivoo summary (opens in a new tab)Explainer by Carlota Güell (opens in a new tab)2023French
- LinkedIn postLe Framework du Product Marketing (opens in a new tab)LinkedIn2023French
- LinkedIn postIl y a 2 ans, Wivoo a lancé son gros évènement annuel (opens in a new tab)LinkedIn2023French
- LinkedIn postLe Product Marketing expliqué en 5 questions (opens in a new tab)LinkedIn2023French
- InterviewProduct Marketing : comprendre les bases du métier en 5 questions (opens in a new tab)Le Ticket · Quoted throughout the Le Ticket feature on product marketing, among five product marketers.2023French
- InterviewLe Product Marketing permet de faire le pont entre le produit et le business (opens in a new tab)Le Ticket · Interview on product marketing as the bridge between product and business, and why it should sit in product.2023French
- ToolProduct Marketing OS (opens in a new tab)Product Hunt · A Notion workspace for product marketers, with more than ten templates.2023English
- TalkTalks and panel on product marketing and PLG (opens in a new tab)FrenchProduit meetups, Aix-en-Provence, Lyon and Marseille2023French
- TalkTalk on discoverySkello meetup2022French
- LinkedIn postSans vraiment le savoir, j’ai pris il y a… (opens in a new tab)LinkedIn2022French
- TalkChairman for April Dunford’s talk (opens in a new tab)La Product Conf, Paris · On the stage of the Trianon.2022English
- InterviewOne team, one dream, recommended as a product marketing resource (opens in a new tab)Product Inbox newsletter, #412022French
- ArticleProduct Marketing Manager vs Product Manager, rôles et responsabilités (opens in a new tab)Thiga2021French
- ToolEvolveThiga · A self-assessment tool for product managers, 242 skills in 9 families. Team project.2021French
- ToolThe Product Marketing Framework (opens in a new tab)Thiga · Skill families and responsibilities of product marketing, built from more than 50 interviews.2021French
- ToolOne team, one dreamNewsletter · The product marketing newsletter, for a French audience.2021French
- ArticleLe Framework du Product Marketing (opens in a new tab)Thiga · Three disciplines (understand, shape, execute) and eight activities.LinkedIn version (opens in a new tab)French
- ArticleComment créer une équipe Product Marketing ? (opens in a new tab)Thiga · Building a product marketing team, with insights from PayPal and BlaBlaCar leaders.French
- ArticleLe Marketing dans une organisation Produit (opens in a new tab)ThigaFrench
- ArticleGrowth et Product Marketing : from good to excellence (opens in a new tab)ThigaFrench
- ArticleComment créer ses buyer personae ? (opens in a new tab)Thiga · Seven tips to build buyer personas from research and interviews.French
- ArticleConsultant Product Marketing chez Thiga : le métier (opens in a new tab)ThigaFrench
Find me onLinkedIn (opens in a new tab)Thiga author page (opens in a new tab)ADPList mentor (opens in a new tab)Product Hunt (opens in a new tab)
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How to Become a Product Marketing Manager
There is no degree for product marketing. Four doors in, the skills interviews really test, and three proof projects to build before the title.
Product Manager vs Product Marketing Manager: Who Owns What
The PM designs the product, the PMM designs the offer. A decision-by-decision split to end the duplicates and the gaps between the two roles.
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Product Marketing by the Numbers: Team Size, PM Ratio, Reporting Lines
The public numbers on product marketing teams, dated and sourced: PMMs per PM, team size, reporting lines, time spent, and what the surveys leave out.
Should Product Marketing Report to Product, Marketing or Revenue?
Most PMMs report to marketing. Eight questions to pick a better reporting line: product, revenue or strategy, depending on where your decisions sit.
How to Hire a Product Marketing Manager: Scorecard, Interviews, Case Study
A hiring process for product marketers, from written mandate to decision, that screens out the content PMM and the slides PMM before day one.
Your First 90 Days as a Product Marketing Manager
A 90-day plan for a new product marketer: earn the trust of product and sales before producing a single asset, then pick one visible win.
How to Measure Product Marketing (the Function, Not the Launch)
A scorecard for the product marketing function that holds up in front of a CFO: influence, adoption and outcome, with honest attribution.
Score yourself on all twelve.
Discipline by discipline, the disciplines nobody owns show up first. Plan about 45 minutes; you can do it in several sittings.
