This should be the primary playbook for planning your product marketing from now on.
This deck from sales and marketing experts at A16Z looks more MBA than most startup manager resources, but does a really good job of covering the critical path to marketing for growth. Product marketing is more than just identifying a value proposition and a customer segment and selling to them, it’s about the full spectrum of internal and external positioning, aligning the value props, planning campaigns and analyzing results. This deck for the first time I’ve seen covers all of the pieces, including marketing creative campaigns, lead gen, inside sales, creating and tracking effective emails, really more that I can list.
Video and Deck:
http://a16z.com/2015/03/06/go-to-market-bootcamp/
The Deck: