A Practical Guide for Improving Communication and Getting What You Need to Launch Products Successfully

The relationship between product management and marketing is not always a happy one. Although the two teams need to work closely as part of the Go-to-Market (GtM) plan, confusion over responsibilities and priorities can cause disconnects which can see products launched too early, for example before testing is finished, competitive positioning is formulated and sales teams are fully briefed.

The below schema provides a blueprint for understanding the GtM responsibilities of product and marketing managers and coordinating complex product launch campaigns.

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