Driving Product Messaging: How Impactful Product Teams Align with Marketing

With a strong go-to-market strategy, everyone involved is clear on what you’re doing, aligned on why you’re doing it, and understands how you’ll do it.

As a PM, your team defines the what for launch. What is the feature? What is the actual product? For an impactful launch, the relationship between product and marketing are critical in defining the language of the why. Together, product and marketing will answer the questions that ultimately shape the launch. What pain points are being solved? Why develop this feature or product, to begin with? What did we learn about our customers? Armed with these answers, a product marketer then defines how a launch is experienced by the customer.

Being able to sync effectively on the crucial why behind a launch is key to reaching the right audience in the right way — and it’s not an easy task. We’ve assembled a panel of PMs representing different industries and company stages, to generate a nuanced view into how various product and marketing teams work together to create cohesive GTM strategies and launch impactful products.

💡Our panel will cover:

How the roles and responsibilities between a PM and PMM are established, and where there is critical overlap (this varies by company; we’ll look at several approaches)

Keys to establishing trust and fostering collaboration between product and marketing (hint: start early!)

Techniques for creating a cadence of information sharing and consistent communication between functions pre-launch (avoiding lost-in-translation friction caused by unclear perspectives and misalignment on areas of shared interest)

Collective Goals: How teams keep the customer in the center by focusing on shared metrics

📝 Then…

Join the conversation! Following the panel, we’ll open breakout Q&A sessions with each speaker. Drop into breakouts, join on-screen, and meet the presenting PMs (joined by some of their marketing colleagues,) ask questions and workshop your alignment challenges.

Stick around for optional 1:1 paired networking in a happy half-hour, and meet the women PMs who are learning alongside you. You’ll be paired in timed 1:1 chats to grow your network of other ambitions women in product management.

🧠 Meet Your Presenters:

Jaclyn Tandler is currently Group Product Manager at Instacart, the leading grocery technology company in North America, works with grocers and retailers to transform how people shop.

Kaity Hsieh is currently Senior Product Manager at Upstart, a leading AI lending platform partnering with banks and credit unions to expand access to affordable credit. Kaity lead Upstart’s customer launches and a product expansion to the Credit Union space.

Nidhi Surana is currently Principal Product Manager at Yahoo Finance. With nearly 100 million unique monthly visitors making it the number one finance website in the U.S, Yahoo Finance provides free stock quotes, up-to-date news, portfolio management resources, international market data, social interaction and mortgage information.

📚 Meet your Moderator:

Elizabeth Ames is the CEO of Women In Product. Passionate about empowering women in technology and beyond, Elizabeth combines non-profit advocacy and for-profit business experience to deliver measurable impact.

⏰ About Product Blenders:

In our Product Blender series, hosts and guests offer key tactics, techniques and actionable insights you can take back to your work immediately. Each event covers new skills and topics — we hope to see you at more than one.

This event is presented in partnership with Women In Product’s Recruiting Partners Instacart, Upstart, and Yahoo (you can thank them for covering your ticket to this premium skill-building & connection opportunity. )