I’ve decided to tweak Bredemarket’s public presentation by talking more about strategy. And although I’ve written some new strategy content recently, it’s a heck of a lot easier to repurpose some of the old content I’ve already written.
Such as my July 31, 2025 personal LinkedIn article (separate from Bredemarket’s “The Wildebeest Speaks”…which reminds me, I gotta write another one of those).
Job duties and SMART OKRs
The personal LinkedIn article was called “The Joy of Product Marketing Strategy, or SMART OKRs.”
Let me define the acronyms in the article title:
- SMART: specific, measurable, attainable, relevant, and time-bound.
- OKRs: Objectives and Key Results.
Putting it simply, the article talked about the myriad of things a product marketer was expected to do at one company.
Or at any company, frankly. Product marketing job descriptions are fairly interchangeable. Go-to-market. Sales enablement. Competitive analysis. Metrics. Cross-functional collaboration. If you think YOUR company’s product marketing is amazing and different…it isn’t.
The entire list of product marketing duties is a bunch of tactical moves. A brochure here, a battlecard there. It could devolve into a lot of meaningless busywork. (Says the guy who has now written over 2,000 blog posts.)
But WHY are you doing all this junk?
That’s where the strategy comes to play.
Why?
For example, why are you establishing and obtaining approval for this?
“a multi-tiered go-to-market process identifying the go-to-market tiers, the customer-facing and internal deliverables for each tier, as well as the responsible, accountable, consulted, and informed organizations for each deliverable”
Let me list three reasons:
- To ensure your go-to-market efforts contain the correct deliverables for the tier. Running around like a headless chicken to guess what you need to produce is idiotic.
- To make sure everybody knows what they have to do. You don’t want a go-to-market effort to tank because the VP of Product won’t approve the customer success internal deliverable.
- And let’s not forget the biggest reason of all: to allow the product in your go-to-market revenue to get a ton of orders and make a ton of revenue.
Because that’s why you’re marketing products…I hope.
Ask before you act
A helpful tip: before I get into the minutiae (tip your servers, I’m here all week) of a project, I ask a lot of questions first. “Why?” is the first question, but there are more.
Speaking of asking, if you want to ask Bredemarket for help with your strategy and tactics for content, proposal, and analysis work, click on the Content for Tech Marketers image below and schedule a free meeting with me.
Bredemarket 