Common Product Marketing Acronyms

In professional and conversational writing, acronyms act as an easy way to get an idea across with fewer words. Product Marketing, like many industries, use acronyms for everything from titles to actions. Below is a list of common acronyms within Product Marketing.

• PMM - Product Marketing Manager or really any product marketing practitioner. My teammates would refer to one another as PMMs when there were technically Senior (PMMIII) and Principal (PMMIV) PMMs on the team. 

• BOM - Bill of Materials. A standardized set of marketing resources used for products. This includes content like sales decks, brochures, webpages, spec sheets, etc. 

• CI - Competitive Intelligence. Analysis on competitor's offerings, used to enhance messaging and sales efforts.

• GTM - Go-to-market. This is the process to get a product from concept to go-live. Typically this includes messaging, packaging, communication plans, and sales enablement. 

• SCs - Solution Consultants. These folks work closely with PMMs, typically manage demos, and speak on technical aspects of the product in the sales process. 

• SaaS/PaaS/IaaS - Software/Platform/Infrastructure as a Service. Product types differentiated by access level, data storage, and function. SaaS, for example, is software built on cloud applications, accessible by browser. 

• B2B/ B2C - Business to Business/ Business to Consumer. Sales types which indicate type of buyer/seller relationship. For example, Sephora's corporate operations team may be sold a point-of-sale solution by a software vendor (B2B), while Sephora's makeup brands market to individuals (B2C). 

This blog was written by Maryann Werner, Sr. Product Marketer and B2B Marketing Consultant who empowers businesses with forward-thinking strategies to strengthen their brand, enable their customers, and advance in the modern marketplace.