I subscribe to a newsletter from iMedia Connection.  The other day, while reading a recent issue and glancing at the sidebar ads, I noticed a job posting for a Product Marketing Manager (PMM) at a software company (which will remain nameless) based in the Bay Area.  

Being a former PMM in high-tech in the Bay Area — as well as having a keen interest in how companies define their PMM positions — I decided to take a peek.  

Here’s what I read:

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Product Marketing Manager
San Francisco

Founded in April 2006 by experienced search marketers and software experts, [our company] provides an enterprise-class paid search management application for advertisers and agencies. Combining power and ease-of-use, [our company's product] addresses the workflow, analysis and optimization needs of search marketers, saving time and improving financial performance. [We have] over 100 clients, including the Gap companies, and ZipRealty. [Our] clients manage over $250 MM of annualized paid search spend. In October 2008, [we] won Clickz’s Marketing Excellence Award for Best Search Management Application. [We are] backed by Benchmark Capital and Amicus Capital. [We are] seeking to add an outstanding individual with strong prior product marketing experience to our marketing team. This position reports to the Director of Product Marketing. 

Responsibilities:

Monitor and document entire competitive landscape including
– Competitor products and features
– Competitor positioning
– Industry and product trends

Use competitive products to gain first-hand knowledge of strengths and weaknesses
– Compile info and recommendations for Product Management
– Use info to assist sales in forming pitches and rebuttals

Express product message through creation and execution of engaging and innovative collateral, print, Web content, and presentations 
– Gain consensus and manage creation of collateral plan
– Write case studies
– Update product sheets
– Maintain product info on website
– Continually update and refine product marketing materials

Support Sales Department with
– Factual rebuttals to prospect objections
– Displays and collateral used in prospect presentations
– Product and competitive training 
– Ongoing updates on new product features
– Represent the company at trade shows (periodically) and interact directly with prospects
– Product demonstrations 
– Represent the company at trade shows (periodically) and interact directly with prospects
– Assist launching database marketing initiative

Requirements
– 3+ years of prior Product Marketing experience at a B2B software company
– Excellent writing skills
– Excellent speaking and presentation skills
– Strong skills in understanding and assimilating technical product info
– Extremely detail-oriented
– Able to manage multiple assignments concurrently
– Prior sales training and intuitive grasp of consultative selling techniques
– Strong computer skills, including Salesforce.com, Microsoft Word, Power Point, and Excel
– Ability to work in a fast paced, team environment

Desired Background: 
– In-depth knowledge of the paid search, online advertising, e-commerce, or web analytics
– 1+ years experience at a company in the paid search or online advertising ecosystem 
– Existing network of contacts in the Paid Search industry 
– MBA preferred

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After reading this, I searched Google for the CMO and Director of Product Marketing at this company and sent the following message:

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“Dear [insert names here],

I reviewed the description of the PMM position and would like to provide feedback on your approach for the role.  (Disclaimer:  I’m not interested in the position.  I’m currently employed and no longer live in the Bay Area.)

I have extensive experience as a Product Marketing Manager, specifically within the software space.  From that experience, I’ve learned a few things, namely that the position tends to be misunderstood, misguided, and misaligned.  As a result, the role becomes tactical in nature … nothing more than sales support and “Check List Marketing” (e.g. Website?  Check!  Sell sheets?  Check!)  

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I never heard a peep from them … although I’m not the least bit surprised.  :-)  I’m sure their response was, “Uhh, whatever Mr. Know-It-All!  I have no time for you”.  With the economy being in the crapper, they may  have no trouble filling this position.  However, if my hunch about their approach is correct, I already feel bad for the unsuspecting person who fills this position.  

What do you think?  Was my approach inappropriate?  Is my assessment incorrect?  Am I just idiotic?