Airbnb's Strategic Shift: Product marketing managers

We frequently witness new trends that alter the way businesses operate. Airbnb's strategic shift as tweeted by Brian Chesky, is to evolve the role of product managers into a more encompassing Product Marketing role and this isn’t entirely a new approach.

What could this mean for PMs if more industries adapt this model?

The classic product manager's role focuses on steering the product through its lifecycle, ensuring that it meets the users' needs, remains competitive, and aligns with business objectives. PMs act as the product's gatekeeper, working in a strategic capacity to create a seamless user experience.

The evolution of this role may extend beyond product management to include elements of marketing. It represents a unified approach where product development is integrated with brand strategy, customer communication, and market awareness.

PMMs will have to be adept at understanding market dynamics, competitive landscapes, and customer segmentation. They will have to adopt a holistic view of the product experience, focusing on the entire customer journey, from awareness to purchase, use, and retention. Their decisions may now shape not only the product's features but also its positioning, branding, and messaging.

A unified approach can help create a cohesive brand voice and ensure a seamless customer experience. By strategically weaving the marketing narrative into the product from its early stages, companies like Airbnb can ensure that every customer interaction aligns with the overall brand image and company vision.

If more brands adapt to this model, I believe the PMM role is set to become more complex and holistic, integrating marketing and customer experience. It's an evolution that potentially reflects their need for a seamless, integrated approach to product development and marketing.