{"slug":"strategy/business-strategy/20-product-marketing-guide","title":"20 — Product Marketing Guide","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/20-product-marketing-guide.mdx","bytes":7120,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Product Marketing\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nThe operating manual for the product marketing function: what PMM owns, the launch tiering system, asset standards, and the audit cadences that keep the whole Commercial OS consistent. In a solo-founder company, \"PMM\" is a hat — this guide makes the hat wearable in two hours a week.\n\n**Target audience:** Whoever wears the PMM hat (founder now; first marketing hire later).\n\n---\n\n## 1. PMM Responsibilities (what this function owns)\n\n| Responsibility                        | Artifact owned                                                                                                      | Cadence                                         |\n| ------------------------------------- | ------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------- |\n| Language canon                        | [18 Terminology](../03-positioning-messaging/18-terminology-guide.md)                                               | Enforce continuously; audit quarterly           |\n| Positioning & messaging               | [11](../03-positioning-messaging/11-positioning.md), [12](../03-positioning-messaging/12-messaging-framework.md)    | Test quarterly (win/loss + prospect interviews) |\n| Product narrative & component stories | [19](19-product-narrative.md), [21–27](21-platform-story.md)                                                        | Update on every meaningful release              |\n| Competitive intelligence              | [08](../02-category-market/08-competitive-landscape.md), [09](../02-category-market/09-competitive-battle-cards.md) | Refresh quarterly; loss-triggered updates       |\n| Launches                              | This guide §3                                                                                                       | Per release                                     |\n| Sales enablement content              | [37](../07-sales/37-sales-playbook.md) inputs, [71](../13-operations/71-internal-enablement.md)                     | Monthly review                                  |\n| Proof & evidence library              | [64 Case Studies](../12-corporate/64-case-study-templates.md), design-partner metrics                               | Continuous collection                           |\n| Voice quality (site, UI copy, decks)  | Audit checklist §4                                                                                                  | Quarterly                                       |\n\n## 2. The Message Discipline (PMM's first law)\n\nNothing ships — page, post, deck, email sequence, UI string — unless it can answer:\n\n1. Which **failure** does it name? (fragmentation / amnesia / anarchy)\n2. Which **pillar** does it advance? (One Workspace / Twin on the Bench / Truth You Own)\n3. What **proof** does it carry within two sentences of its claim?\n4. Does its vocabulary pass [18 §6](../03-positioning-messaging/18-terminology-guide.md) for its audience?\n\n## 3. Launch Tiering\n\n| Tier                       | What qualifies                                          | Motions                                                                                                                                     | Example                                                                         |\n| -------------------------- | ------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------- |\n| **T1 — Narrative launch**  | New category-level capability or company milestone      | Manifesto/essay + press ([65](../12-corporate/65-press-kit.md)) + launch page + founder posts ×5 + newsletter + webinar + sales deck update | Public launch ([51](../09-gtm/51-launch-strategy.md)); Twin generally available |\n| **T2 — Capability launch** | New workbench, major Twin capability, marquee connector | Blog post + founder post ×2 + changelog + demo update + battle-card refresh                                                                 | Sales workbench; Salesforce connector                                           |\n| **T3 — Release note**      | Improvements, minor connectors                          | Changelog + newsletter mention                                                                                                              | New sync frequency                                                              |\n\n**T1/T2 launch checklist:** narrative written before the build finishes (if we can't say why it matters, question the build) → terminology check → demo updated → sales enabled _before_ public ([71](../13-operations/71-internal-enablement.md)) → proof point identified → metrics instrumented ([73](../13-operations/73-marketing-metrics.md)) → retro within 2 weeks.\n\n## 4. Asset Standards & Voice Audit\n\n**Every external asset carries:** one failure named, one pillar advanced, one proof, one next step. No asset tries to say everything — that's what the website's architecture is for ([52](../10-website/52-website-strategy.md)).\n\n**Quarterly voice audit (2-hour ritual):** sample 10 live assets + 20 UI strings → score against [13 Brand Story §2 voice table](../01-foundation/13-brand-story.md) → log violations → fix top 5 → record score trend. Target ≥ 95% pass.\n\n**Claims register:** every quantitative public claim (connector count, \"<200ms\", \"only approval-gated memory\") lives in the [79 Appendix claims table](../14-appendix/79-appendix.md) with verification date. Unverified claims don't ship.\n\n## 5. Evidence Pipeline (pre-customer stage)\n\nUntil named case studies exist, proof comes from four honest sources, always labeled:\n\n1. **Design-partner metrics** — \"design partners reduced QBR prep 4 hrs → 12 min\" (attributed as design partner).\n2. **Architecture demonstrations** — the approval gate and provenance panel _are_ proof; demo them, don't claim them.\n3. **Founder origin** — the $8M story, told as story ([14](../01-foundation/14-founder-story.md)).\n4. **Live product facts** — 70+ connectors, Entity360 <200ms, verified against the claims register.\n\nRule: never let scarcity of proof inflate the proof we have. Understated and verifiable beats impressive and fragile — our brand _is_ evidence discipline.\n\n**KPIs:** voice audit score ≥95%; launch checklist completion rate 100% for T1/T2; claims register freshness ≤90 days; message pull-through in win/loss ([73 Marketing Metrics](../13-operations/73-marketing-metrics.md)).\n\n---\n\n**Related:** [12 Messaging](../03-positioning-messaging/12-messaging-framework.md) · [51 Launch Strategy](../09-gtm/51-launch-strategy.md) · [71 Internal Enablement](../13-operations/71-internal-enablement.md) · [73 Marketing Metrics](../13-operations/73-marketing-metrics.md)\n"}