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PMMs and PMs both have a process for bringing products to market.
Unfortunately both (still) happen separately.
It looks more like a baton pass, not a collaboration.
The trick is figuring out where both systems can overlap.
And if possible, how you can blend them together.
In the updated image above 👆 I’ve mapped out two processes. The left is the release process, owned by a PM. The right is a launch process, owned by a PMM.
(The release process is based on my understanding of a typical product development and release process. It’s likely imperfect, so I’m open to feedback.)
Today, many PMMs come into the picture at the release phase, completely missing the earlier parts of the process.
Getting looped in early enough to have time for research, strategy, and proper enablement is hugely important, especially for higher priority launches. It’s a big shift that can help make your launches more impactful.
When I first shared this graphic 10 months ago, I got a lot of feedback from PMMs saying that we should be brought in at the first step - the idea phase. After all, we should have a deep understanding of customer needs and what’s happening more broadly in our market. And that should influence what goes on the product roadmap.
So I’ve updated the diagram to reflect that.
But even better than that is getting to a point where both PM and PMM are working together during both processes. Collaborating, sharing insights, and improving each other’s work. It should look like one process vs two that meet and a handoff point.
That’s the difference between tactical and strategic launches.
Btw, we talk a lot about this stuff in our course, Ready For Launch. If you're looking for more confidence and a proven playbook for product launches, our last cohort of the year starts this Thursday!
To check out the full syllabus, use the link at the bottom of the image above 👆