In sports, a playbook isn’t just a collection of plays; it’s a comprehensive guide to a team’s strategies, detailing player roles and how they should execute their responsibilities. Inspired by this, I’ve crafted the PMM Playbook for product marketing managers (PMMs), aiming to give you the same structured approach to navigating the varied landscape of product marketing.

Many of you might be thinking, “Joe, how can you propose a one-size-fits-all structure for PMMs when product marketing varies so much from company to company?” That’s a valid point, but hear me out. Despite these differences, many aspects of the role are transferable or significantly overlap. Think of the PMM Playbook as casting a wide net to catch fish; you might snag an octopus or a sea lion along the way! It’s about sorting through your catch to keep what’s useful and discarding what isn’t. Like any sports playbook, I’ll offer strategies for each phase of the go-to-market process, but ultimately, it’s up to you to pick the plays that will best help you score your goals.

For those new to this field, it’s important to understand that product marketing differs from one company to the next because each has unique product needs and challenges. Additionally, the role of a PMM is relatively new and has evolved with the rise of technology, the internet, analytics, and heightened competition.

From my research, I’ve learned that everyone absorbs information differently and at their own pace. That’s why I’m not just creating an online course, writing a book, or hosting webinars and podcasts—I plan to do all of them! While I can’t tackle everything immediately, these are all on my agenda. Through these various mediums, you’ll gain both strategic and tactical skills to boost your product’s launch, sales, and marketing efforts. If that sounds like what you’ve been searching for, rest assured, you’ve found the right resource! If not, there are plenty of other ways to learn about the PMM function: books, YouTube, certification courses like those from the Product Marketing Alliance, LinkedIn groups, or even a product marketing subreddit. The beauty of today’s world is that you can educate yourself on nearly anything, from anywhere.

But if you’re looking for comprehensive guidance from a single source, the PMM Playbook is your ideal stop. Imagine having an expert coach by your side, ready to help you master game-changing strategies and tackle complex product challenges. That’s exactly what you’ll find on this website: a reliable companion offering step-by-step guidance, proven tactics, and a game plan for success.

Whether you’re a seasoned professional seeking to hone your skills or a newcomer eager to understand the ropes, the PMM Playbook is designed to empower you with the knowledge, strategies, and tools you need to excel. Just as athletes rely on their playbooks for winning strategies, you can turn to the PMM Playbook to navigate your product marketing journey.

Will the PMM Playbook make you the Steph Curry of product marketing? I hope so. But it’s really about giving you a solid understanding of the PMM role so that you can at least become the Robert Horry of product marketing. Who’s Robert Horry? An NBA player who, despite never being a superstar or making an All-Star game, had a successful 16-year career and won seven NBA championships—that’s more than Michael Jordan, Kobe Bryant, and LeBron James. He wasn’t the most talented on his teams, but he knew his role and played it perfectly to contribute to something greater. That’s what I want for you. If you can’t be the Steph Curry or LeBron James of product marketing, aim to be the Robert Horry. Understand your role, nail your contributions, and play your part in the larger success of your product.

Remember, being a product marketer is a skill; the more you practice, the better you’ll get. This website will provide you with the blueprint to flourish in your career as a PMM.