1  Cover

      2  Title Page

      3  Copyright

      4  Dedication

      5  Foreword

      6  Introduction: My Story Getting Flamed by Bill Gates Start with the End in Mind The Barefoot Guy on the Cover of Time Markets Shape Success How to Use This Book Note

      7  Part One: The Foundation: Understanding Product Marketing's Fundamentals Chapter 1: When David Beats Goliath What Is Product Marketing? Why Product Marketing Matters Now Where Product Marketing Fits Chapter 2: The Fundamentals of Product Marketing Fundamental 1. Ambassador: Connect Customer and Market Insights Fundamental 2. Strategist: Direct Your Product's Go-to-Market Fundamental 3. Storyteller: Shape How the World Thinks About Your Product Fundamental 4. Evangelist: Enable Others to Tell the Story Note Chapter 3: Ambassador Market Sensing Third-Party Insights The Competition Ambassador of Insights Chapter 4: Strategist Key Terms The Role of Marketing Strategies in Product Go-to-Market How Company Maturity Evolves Product Go-to-Market Chapter 5: Storyteller Use Formulas as Input, Not Output A Better Process The Tendency to Be Overly Precise Search Engine Optimization Positioning = Your Actions + Others' The Long Game Chapter 6: Evangelist Enabling Others Evangelism vs. Promotion Tailor Evangelism Tools to Your Product's GTM Evangelism Is a Team Sport

      8  Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well Chapter 7: Strong Product Marketing Key Skills of Strong Product Marketers Key Responsibilities Product Marketing Anti-Patterns Chapter 8: How to Partner with Product Management Beyond the Core Product Team Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 9: How to Partner with Marketing Using the Right Marketing Mix Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 10: How to Partner with Sales Balancing Urgent and Important Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 11: Discovering and Rediscovering Market Fit The Market Side of Product/Market Fit Probe Early, Probe Often Additional Techniques to Understand Market Fit for Existing Products Active Listening Chapter 12: Product Marketing in the Age of Agile Create a Release Scale Agile Marketing Chapter 13: The Metrics That Matter Product Marketing Objectives Metrics for Product Marketing Practice