Product vs. Marketing

Cagan argues that friction between product and marketing is common and usually stems from the two functions not collaborating well, even though their goals should align. He stresses that marketing is critical and that the two roles require different skill sets. Success depends on three pieces working together: a compelling message that attracts visitors, knowledge of where target customers can be reached, and a product that delivers on that promise. If any one piece fails, the product fails, so product and marketing must jointly build the value proposition, the messaging, and the distribution plan.

01Key takeaways

• Treat product and marketing as distinct functions with different skill sets, and expect both to be critical.
• Before blaming marketing for a poor message, check whether the underlying value proposition is weak.
• Measure marketing on satisfied customers, not just the number of prospects it delivers.
• Simplify messaging by highlighting one or two benefits that resonate most rather than describing everything.
• Make sure the product meets or exceeds the expectations the marketing message creates.
• Invest in understanding target customers well enough to know where to reach them effectively.

02Key sections

Where the friction comes from

Product and marketing share a goal of getting customers to love the product, yet tension often arises in practice. Cagan frames the problem as ranging from mild friction to outright dysfunction.

The three pieces of the puzzle

Success requires a message that entices visitors, an understanding of where to reach customers, and a product that meets the expectations the message sets. Each piece must work for the product to succeed.

When the message outruns the product

A strong message paired with a weak product drives users away. Cagan notes this is common and suggests the root cause may be a weak value proposition, or marketing that is rewarded for prospects rather than satisfied customers.

When the product outruns the message

A great product with unclear messaging goes unnoticed because prospects never visit to find out. Cagan suggests highlighting only one or two benefits that resonate most.

Working together

Even a great product and message fail if nobody knows about them. Product and marketing must collaborate so the value proposition is well supported and reaches the right audience.

03From the post

“A partnership dedicated to teaching best practices to product teams and product leaders”

Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.