Principle #4 | Balance strategy with tactics

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heading heading--accent header-04__heading text-white" >Balance strategy with tactics</h1> <div class="subtitle-text header-04__text content_box text-white"><p>Principle #4</p> </div> <div class="header-04__buttons"> <form class="form js-subscribe-google-sheet-form" action="https://app.unicornplatform.com/api/v1/websites/send_to_google_sheet" method="POST" data-sheet-id="1bPrisAnRhEsK1l27qaxoAh7PFSjwwAyD--d5bSM4xjk" data-preserve-params="true" > <div class="form__inputs"> <div class="form__input "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="EMAIL-37615-0"> </label> </div> <input class="text-input js-form-input text-input--white " type="email" id="EMAIL-37615-0" name="EMAIL" placeholder="your@email.com" /> </div> <div class="form__input "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="FNAME-37615-1"> </label> </div> <input class="text-input js-form-input text-input--white " type="text" id="FNAME-37615-1" name="FNAME" placeholder="Your name" /> </div> <div class="form__button "> <button class="button js-submit-button button--alt-accent-bg " type="submit" ><span class="button__text">Sign the manifesto</span> <div class="spinner"></div> <div class="button__submit_success"> <div class="button__success_circle button__success_circle--large "></div> <div><svg class="button__success_tick" width="13" height="13" viewBox="0 0 13 13" xmlns="http://www.w3.org/2000/svg"><path class="button__success_tick_path" stroke="#FFF" d="M0 8l5.119 3.873L11.709.381" fill="none" fill-rule="evenodd" stroke-linecap="square"/></svg></div> </div><span class="icon"><svg viewBox="0 0 13 10" xmlns="http://www.w3.org/2000/svg"><path d="M12.823 4.164L8.954.182a.592.592 0 0 0-.854 0 .635.635 0 0 0 0 .88l2.836 2.92H.604A.614.614 0 0 0 0 4.604c0 .344.27.622.604.622h10.332L8.1 8.146a.635.635 0 0 0 0 .88.594.594 0 0 0 .854 0l3.869-3.982a.635.635 0 0 0 0-.88z" fill-rule="nonzero" fill="#00396B" class="fill-main"/></svg></span> </button> </div> <div class="form__messages_box"> <div class="form__messages"> <div class="message message--error js-message js-error-message"> <div class="message__box"> <button class="message__close js-close-message" type="button"><img loading="lazy" class="message__close_icon" src="https://cdn.unicornplatform.com/static/img/icons/corner-top--blue.svg"/></button> <div class="message__body"> <div class="message__in"> <div class="message__bubble"> <div class="message__bubble_text"><b>Error.</b> Your form has not been submitted<img loading="lazy" class="emoji " src="https://cdn.unicornplatform.com/static/img/twemoji/1f914.svg" alt="Emoji"/> </div> </div> <div class="message__bubble"> <div class="message__bubble_text">This is what the server says: <div class="message__bubble_error js-error-message-text">There must be an @ at the beginning.</div> </div> </div> </div> <div class="message__out"> <div class="message__out_box"> <div class="message__bubble"> <div class="message__bubble_text message__bubble_text--out js-reaction-text">I will retry</div> </div> </div> </div> </div> <div class="message__reply_box"> <div class="message__reply_word">Reply</div> <div class="message__options"> <div class="message__option"> <button class="button js-react-on-message button--ruby-bg " type="submit"><span class="button__text">Uh oh!</span> </button> </div> <div class="message__option"> <button class="button js-react-on-message button--ruby-bg " type="submit"><span class="button__text">I will retry</span> </button> </div> </div> </div> </div> </div> </div> </div> </div> </form> </div> </div> </div> </div> </div> </header> </div> </div> <div class="page-component__bg_image_box bg-white-color page-component__bg_image_box--has-image text-07-parent is-not-first-component" id="text-07-167781" style="background-image: url('https://unicorn-images.b-cdn.net/32d48a5b-cb92-4029-b385-7b9f8a4361ea?optimizer=gif')" > <div class="page-component__bg_overlay_box " style="opacity: 0.1;" > </div> <div class="page-component__wrapper" style="z-index: 11;padding-top:50px;padding-bottom:70px;"> <section> <div class="text--07"> <div class="container container--small"> <div class="content_box "> <div class="content-text "><p>Product marketing is both a strategic and tactical role, but it is very easy to lose sight of the latter if you’re too focused on other things within the process. </p> <p>For example, it can be easy to get stuck into the weeds and become too distracted with other departmental requests and smaller tasks. Don’t lose sight of your goals by getting inundated with tasks that could have been delegated.</p> <p><strong>Continue referring back to each task and find the balance between them.</strong></p> <p>Understand the difference between strategy and tactics, and always ensure the tactics (the actions you undertake to achieve the plan or goal) align to the strategy (the plan or goal you create to achieve).</p> <p>Learn to say ‘no’ where necessary (without damaging internal relationships) and prioritize so that you’re continually edging closer to meeting those strategic objectives.</p> <p>Nikhil Dhingra, <strong>Director of Product Marketing at D-Wave Systems</strong>, says it best:</p> <p>“One of the key characteristics of a great PMM is the ability to take a step back and approach a problem with a strategic framework in mind, one that helps to snap everything into place in an elegant way, and ultimately execute and operationalize a great solution to that problem.”</p> </div> </div> <div class="text--07__link_box"> <div class="buttons-set"><ul class="buttons-set__list"><li class="buttons-set__item"><a data-stripe-product-id="" data-stripe-mode="payment" data-successful-payment-url="" data-cancel-payment-url="" class="pill-link pill-link--orange" href="https://productmarketingmanifesto.com/grow-personally-and-professionally/" target="_self" ><span class="pill-link__text"> Head to principle #5 </span><span class="pill-link__icon"><span class="icon"><svg viewBox="0 0 13 10" xmlns="http://www.w3.org/2000/svg"><path d="M12.823 4.164L8.954.182a.592.592 0 0 0-.854 0 .635.635 0 0 0 0 .88l2.836 2.92H.604A.614.614 0 0 0 0 4.604c0 .344.27.622.604.622h10.332L8.1 8.146a.635.635 0 0 0 0 .88.594.594 0 0 0 .854 0l3.869-3.982a.635.635 0 0 0 0-.88z" fill-rule="nonzero" fill="#00396B"></path></svg></span></span></a></li></ul></div> </div> </div> </div> </section> </div> </div> <div class="page-component__bg_image_box page-component__bg_image_box--dark-bg bg-accent-color page-component__bg_image_box--has-image uni-is-dark-bg cta_form-01-parent is-not-first-component" id="cta_form-01-132001" style="background-image: url('https://unicorn-images.b-cdn.net/f3a578a9-639f-4a61-9389-a67146d5a634?optimizer=gif')" > <div class="page-component__bg_overlay_box " style="opacity: 0.07;" > </div> <div class="page-component__wrapper" style="z-index: 10;padding-top:30px;padding-bottom:70px;"> <div class="cta_form-01 True"> <div class="container cta_form-01__container"> <div class="cta_form-01__wrapper"> <div class="container container--small"> <div class="title-box title-box--center"> <h2 class="title-text heading text-white" >Sign the manifesto.</h2> </div> </div> <div class="cta_form-01__form_box"> <form class="form form--centered-button js-subscribe-google-sheet-form" action="https://app.unicornplatform.com/api/v1/websites/send_to_google_sheet" method="POST" data-sheet-id="1bPrisAnRhEsK1l27qaxoAh7PFSjwwAyD--d5bSM4xjk" data-preserve-params="true" > <div class="form__inputs"> <div class="form__input "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="EMAIL-37615-0"> Enter your email: </label> </div> <input class="text-input js-form-input text-input--white " type="email" id="EMAIL-37615-0" name="EMAIL" required placeholder="your@email.com" /> </div> <div class="form__input "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="FNAME-37615-1"> Enter your name: </label> </div> <input class="text-input js-form-input text-input--white " type="text" id="FNAME-37615-1" name="FNAME" required placeholder="Your name" /> </div> <div class="form__input form__input--full "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="OTHER-37615-2"> Job title: </label> </div> <input class="text-input js-form-input text-input--white " type="text" id="OTHER-37615-2" name="OTHER" required placeholder="Type here" /> </div> <div class="form__input form__input--full "> <div class="form__input__label_box"> <label class="form__input__label text-white " for="OTHER-37615-3"> Company: </label> </div> <input class="text-input js-form-input text-input--white " type="text" id="OTHER-37615-3" name="OTHER" required placeholder="Type here" /> </div> <div class="form__button form__button--full "> <button class="button js-submit-button button--alt-accent-bg " type="submit" ><span class="button__text">Sign now</span> <div class="spinner"></div> <div class="button__submit_success"> <div class="button__success_circle "></div> <div><svg class="button__success_tick" width="13" height="13" viewBox="0 0 13 13" xmlns="http://www.w3.org/2000/svg"><path class="button__success_tick_path" stroke="#FFF" d="M0 8l5.119 3.873L11.709.381" fill="none" fill-rule="evenodd" stroke-linecap="square"/></svg></div> </div><span class="icon"><svg viewBox="0 0 13 10" xmlns="http://www.w3.org/2000/svg"><path d="M12.823 4.164L8.954.182a.592.592 0 0 0-.854 0 .635.635 0 0 0 0 .88l2.836 2.92H.604A.614.614 0 0 0 0 4.604c0 .344.27.622.604.622h10.332L8.1 8.146a.635.635 0 0 0 0 .88.594.594 0 0 0 .854 0l3.869-3.982a.635.635 0 0 0 0-.88z" fill-rule="nonzero" fill="#00396B" class="fill-main"/></svg></span> </button> </div> <div class="form__messages_box"> <div class="form__messages"> <div class="message message--error js-message js-error-message"> <div class="message__box"> <button class="message__close js-close-message" type="button"><img loading="lazy" class="message__close_icon" src="https://cdn.unicornplatform.com/static/img/icons/corner-top--blue.svg"/></button> <div class="message__body"> <div class="message__in"> <div class="message__bubble"> <div class="message__bubble_text"><b>Error.</b> Your form has not been submitted<img loading="lazy" class="emoji " src="https://cdn.unicornplatform.com/static/img/twemoji/1f914.svg" alt="Emoji"/> </div> </div> <div class="message__bubble"> <div class="message__bubble_text">This is what the server says: <div 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pswp__share-modal--hidden pswp__single-tap"> <div class="pswp__share-tooltip"></div> </div> <button class="pswp__button pswp__button--arrow--left" title="Previous (arrow left)"></button> <button class="pswp__button pswp__button--arrow--right" title="Next (arrow right)"></button> <div class="pswp__caption"> <div class="pswp__caption__center"></div> </div> </div> </div> </div> <style> .custom-colors-enabled .fill-main{ fill: #1c3c52 } .custom-colors-enabled .button--accent-outline .icon svg *, .button--accent-outline .icon svg .custom-colors-enabled *, .custom-colors-enabled .button--accent-outline .button__system_icon svg *, .button--accent-outline .button__system_icon svg .custom-colors-enabled * { fill: #ff5c4d } .custom-colors-enabled .stroke-main { stroke: #1c3c52 } .custom-colors-enabled .comps .button--accent-outline, .comps .custom-colors-enabled .button--accent-outline, .custom-colors-enabled .store-button--white:hover{ border-color: #ff5c4d } .custom-colors-enabled .border-main, .custom-colors-enabled .text-input:focus, .custom-colors-enabled .form__input .chosen-container.chosen-container-active .chosen-choices, .custom-colors-enabled .textarea:focus, .custom-colors-enabled .select:focus, .custom-colors-enabled .pricing-02__card_box--accent, .custom-colors-enabled .pricing-03__hover, .custom-colors-enabled .pricing-04__card--accent, .custom-colors-enabled .pricing-04__hover, .custom-colors-enabled .pricing-05__hover, .custom-colors-enabled .bg-medium-color .cta_form-04__wrapper, .bg-medium-color .custom-colors-enabled .cta_form-04__wrapper, .custom-colors-enabled .bg-light-color .cta_form-04__wrapper, .bg-light-color .custom-colors-enabled .cta_form-04__wrapper, .custom-colors-enabled .bg-medium-color .cta_form-04__bottom, .bg-medium-color .custom-colors-enabled .cta_form-04__bottom, .custom-colors-enabled .bg-light-color .cta_form-04__bottom, .bg-light-color .custom-colors-enabled .cta_form-04__bottom, .custom-colors-enabled .bg-medium-color 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.footer-02__text.content_box a{ color: inherit !important; } .footer-04__info{ font-size: 14px; } </style> <style> .header-04__heading, .comps .header-04__text, .title-box__text { max-width: 100%; } .container--small { max-width: 840px; } </style> </body> </html>

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Principle #4 | Balance strategy with tactics | PMM Manifesto