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Dan's approach to product marketing is based on his experience developing
products at Time Inc., TheStreet.com, and CapitalThinking. In his consulting
practice, Dan attempts to improve Product Marketing and Management
through attention to the processes used to create the core documents:
the Marketing Requirements Document, the Product Requirements Document,
and the Engineering Requirements Document. |
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 Product MarketingProduct marketing is the process of understanding the customer and the market to a sufficient degree to allow the choices of what features to add to the product to emerge based on evidence rather than speculation. The core of product marketing is the creation of the Marketing Requirements Document for the product, which describes in great detail the customer, the market, and the likely product features that will drive sales. Key questions for research and continued study are one of they key portions of the MRD that make it a living document within an organization. |
Product Management Product management is the discipline of balancing all of the competing interests that are attempting to force specific features and deadlines on the product development process. A capable product manager is trying to improve the current product set to make current customers happy, add new features that will attempt to attract new customers, and make sure that the engineering tradeoffs are made with proper consideration of business concerns, not just technical expedience or fashion. The Product Requirements Document defines the product features destined for the next release. The Engineering requirements document explains how they will be built within the technology architecture. |
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