Product Marketing Debunked: The Essential Go-To-Market Guide

by Yasmeen Turayhi, Cali Schmidt (Editor)

Many entrepreneurs and companies struggle with taking an idea and delivering their product in the marketplace. Product Marketing Debunked provides a window into taking unformed concepts and ideas - and creating a proper strategy and go-to-market plan for commercializing a product. The go-to-market framework shared in the book can be applied to a number of products, verticals, and industries. While this book is most useful for the Business to Business (B2B) world, it can also be applied to Business to Consumer (B2C) companies as well. You can use the framework as a starting point and add and remove things that make more sense for your industry and growth stage. The book includes a go-to-market checklist and other tested frameworks that every company or entrepreneur should use before launching a product.

Genres: Nonfiction, Business

134 pages, Paperback

Published August 30, 2018

Reviews

[Emilis · Rating 2 out of 5]

A very shallow guide to product marketing. Certain concepts really lacked explanation. Seemed like the author tried to extend the book by any means, so it’s really repetitive in some places. Checklist is just horrible, a bunch of random stuff, most of checklist items have no explanations. All in all, not recommended.

[Omar M. Khateeb · Rating 5 out of 5]

It's hard to find good marketing books these days as many are full of fluff and limited on actionable insights. PMD somehow delivers a wealth of value in only 120 pages! Ill be ordering copies for my team and encourage every marketer to own this book. The step-by-step approach along with fantastic marketing templates will help bring order to what is usually a chaotic process when taking a product to market. Skip the marketing books with meaningless anecdotes and get down to business with PMD!

[Mido Aboshihata · Rating 5 out of 5]

It is a high level overview on Product marketing. It is a very gift-able book for those who are interested in product marketing. To a product veteran, book seems obvious and light but it captures the essence of product marketing.

As a mentor and advisor, I feel very comfortable recommending this book as the first resource to check on Product Marketing and then follow links and books recommended by the author.

Specifically, I would pass this book to internal marketing department to help with product marketing and to technical product managers to understand what it entails.

[Adam Sharp · Rating 3 out of 5]

The main thing this book was missing was stories or case studies of companies where these ideas were employed. Without many tangible examples, the book ended up feeling dominated by checklists.
However, as someone from a technical background who is just getting into product marketing concepts, I expect the checklists will actually be quite useful as a reference. That’s the main feature that bumped my rating from 2 stars to 3.

[John Peltier · Rating 3 out of 5]

Solid, concise reference material on the function of product marketing from someone who's been there; warns of key pitfalls such as insufficient VOC; good detail around go-to-market planning.

The treatment of messaging was fairly thin; needs support form a texts like Donald Miller's StoryBrand to inform the novice reader of the hero story arc and how to build one.

[Carolina Alicia · Rating 3 out of 5]

Le daría 3.5.
Corto, al punto y perfecto para las personas que están comenzando en el mundo de marketing/growth/product y quieren un poco más de metodología en sus vidas
Un poco sencillo para las que ya están en el mundo y ayuda a hilar algunas ideas olvidadas.

[Lauren · Rating 5 out of 5]

Product Marketing Debunked is the most concise and concrete guide you'll find on the art and science of product marketing. Written for anyone that wants to productize their idea & successfully take it to market or has an established company but needs to hire the right person. The book offers clear guidance to help readers answer the who, what, why, when and how of winning a market.

[Christopher Bailey · Rating 4 out of 5]

Very practical and helpful advice.

[David · Rating 3 out of 5]

Good primer on product marketing, but it felt like less of a guide and more of a jumping-off-point. Overall it was well written, clear, and concise.

[Vovka · Rating 3 out of 5]

Short and sweet, I don't think I've read a better guide to Product Marketing Management. This is the book to beat for folks getting up to speed (or helping others get up to speed) on the role.

[Anshul · Rating 4 out of 5]

Quite useful for a Founder and Product CEO - brings clarity in the role of a product marketing manager. Quite handy with checklist and templates.

[Melissa Anson · Rating 5 out of 5]

I enjoyed this book. It's a really great high-level resource that I know I'll continue to reference in the future.

[Susan · Rating 3 out of 5]

Thought the text of this book was just OK, but there’s a lot of value for someone newer to the PMM role in the many templates and lists the author provides. I’ll definitely refer back to those.

[William Cooper · Rating 5 out of 5]

good + quick intro / overview to pmm

[Alexandra Diljá Bjargardóttir · Rating 4 out of 5]

Mjög góð, tók mig ekki hálft ár að lesa hana en hef meira notað hana eins og uppflettirit. Inniheldur mjög praktískt yfirlit um hvernig eigi að koma vöru á markað.

[Roya Soleimani Winner · Rating 5 out of 5]

Reading this book is like having Yasmeen Turayhi as a consultant for your company or product. She walks you through the essential (and sometimes easily overlooked) pieces of the go-to-market journey in a way that is extremely accessible and tangible. Her own experience working with technology companies of all phases - from startup to acquisition - makes her recommendations even more applicable. Whether you're launching a product for the first time, or the 100th time, the framework she provides is absolutely essential reading!