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The product marketing field guide

Good judgement.
Built through practice.

Find the right framework for the decision in front of you. Understand it, try it, and make it part of your practice.

Start with your situation

What are you working on?

All challenges →

Our messaging sounds generic

Find your differentiation. Turn it into a message buyers understand.

We're launching a product

Decide the scope, choose your motion, and bring the right work together.

We keep losing to a competitor

Understand the loss before rewriting the pitch.

Customers aren't finding value

Connect your promise to onboarding, adoption and retention.

We need to rethink pricing

Work through value, willingness to pay and packaging.

Too many priorities, too little time

Turn business goals into focused PMM work.

A little deeper

Learn something you can use.

Framework in focus

A clear position.
In one paragraph.

Use Geoffrey Moore's template to make six decisions your messaging depends on.

Read the field guide →

Learn through an example

From a customer problem to a value proposition

See the Value Proposition Canvas applied in a worked example.

Explore the example →

Guided learning

Turn positioning into messaging

Move from differentiated value to a shared message, then test it.

Follow the learning path →

Keep exploring

The complete library

66 entries · 10 topics
Market & Customer Understanding8 entries Positioning & Messaging12 entries Competitive Strategy5 entries Go-to-Market & Launch11 entries Lifecycle & Workflow3 entries Product Experience & Adoption7 entries Strategy & Planning7 entries Pricing & Packaging7 entries Sales Enablement5 entries Concepts1 entry