Key Responsibilities and Required Skills for ERP Product Marketing Specialist

🎯 Role Definition

The ERP Product Marketing Specialist is responsible for translating product capabilities and roadmap into compelling market positioning, demand-generation programs, and sales enablement that accelerate adoption of ERP solutions. This role partners with Product Management, Sales, Customer Success, and Marketing to craft go-to-market (GTM) plans, competitive differentiation, pricing guidance, and persuasive content tailored to ERP buyers (CFOs, IT leaders, operations). The specialist manages product launches, measures go-to-market effectiveness, and refines messaging based on customer and market feedback.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator with B2B or SaaS focus and exposure to ERP or enterprise systems.
Product Marketing Associate supporting an ERP or enterprise software portfolio.
Sales Enablement or Solutions Consultant transitioning into product marketing for ERP.

Advancement To:

Senior Product Marketing Manager (ERP or Enterprise Solutions)
Director of Product Marketing, ERP/SaaS
Head of Product Marketing / VP Product Marketing

Lateral Moves:

Product Manager (ERP modules or integrations)
Director of Sales Enablement for ERP
Customer Success Strategy / GTM Ops

Core Responsibilities

Primary Functions

Develop and own clear, differentiated product positioning and messaging for ERP products across target buyer personas (CIO, CFO, head of operations, IT manager), ensuring consistent language across website, sales collateral, and campaigns to drive awareness and conversion.
Lead end-to-end go-to-market strategy and execution for ERP feature releases and product launches, coordinating cross-functional timelines with Product, Engineering, Sales, Customer Success, and Marketing Operations to meet launch objectives.
Create high-impact sales enablement materials—battlecards, ROI calculators, competitive comparison sheets, demo scripts, and objection-handling guides—so the sales organization can articulate ERP value and close deals faster.
Conduct deep competitive analysis and market research on ERP vendors (e.g., SAP, Oracle, Microsoft Dynamics, NetSuite) and adjacent solutions to identify differentiation, gaps, pricing pressure, and opportunities for positioning and feature prioritization.
Translate complex ERP product capabilities into simple, benefit-driven content for buyers and implementers, including white papers, case studies, solution briefs, data sheets, blog posts, and technical overviews tailored for different buyer stages.
Define buyer personas, journey maps, and segmentation strategies for ERP target accounts, then use those insights to prioritize messaging, campaign tactics, and channel mix that increase qualified pipeline.
Partner with Demand Generation to design integrated marketing campaigns (content syndication, digital ads, webinars, ABM) that align with ERP release milestones and measure campaign ROI, pipeline attribution, and cost-per-acquisition.
Own pricing and packaging input by analyzing market sensitivity, competitive pricing, and value metrics; provide recommendations that balance win rates, deal size, and long-term ARR expansion for ERP products.
Collaborate with Product Management on roadmap prioritization by synthesizing customer feedback, win/loss analysis, and market trends to articulate market requirements and business cases for new ERP features or modules.
Manage internal communications and training for field teams (sales, partners, customer success), delivering product launch kits, LMS modules, and playbooks to ensure consistent messaging and competency across GTM motions.
Oversee the development and optimization of product demos and proof-of-concepts for ERP solutions, working with solutions engineers to create demo scripts that highlight business outcomes and differentiators.
Track and report key product marketing KPIs—lead quality, pipeline influenced, conversion rates, win rates, average deal size—and translate quantitative insights into actionable GTM improvements for ERP.
Lead customer and partner reference programs: recruit references, manage case study production, and enable partner co-marketing to amplify ERP product credibility in target industries.
Drive thought leadership content and executive-facing materials (analyst briefs, speaking proposals, executive one-pagers) to position the company as an ERP category leader and influence analyst and buyer perception.
Design and manage A/B tests for messaging, landing pages, and outbound sequences to continuously optimize conversion points along the ERP buyer journey and improve lead-to-opportunity metrics.
Coordinate technical content and integration messaging for ERP ecosystems, ensuring compatibility stories (APIs, third-party connectors, industry-specific modules) are clearly communicated to technical buyers and partners.
Support GTM for verticalized ERP solutions (manufacturing, distribution, professional services, retail) by developing industry-specific messaging, use cases, and collateral that speak to unique buyer pain points and KPIs.
Facilitate regular win/loss analysis with Sales and RevOps to identify recurring objections, feature asks, and competitive threats, then convert findings into improved messaging, pricing, or product requests.
Maintain and evolve the ERP product narrative and content repository (content library, playbooks, templates) to accelerate enablement and ensure scalable reuse across campaigns and markets.
Drive partner and channel enablement by developing co-branded collateral, certification tracks, and go-to-market kits that help system integrators and resellers position and sell ERP solutions effectively.
Act as the voice of the customer within the organization, synthesizing NPS, CSAT, support tickets, and customer interviews to prioritize messaging and product improvements that reduce churn and increase expansion.

Secondary Functions

Support ad-hoc competitive intelligence requests and maintain a living competitive matrix for common ERP vendors and niche solutions.
Collaborate with RevOps to ensure product metadata, SKUs, and opportunity stages in CRM reflect product marketing definitions and support accurate funnel reporting.
Assist in creation and maintenance of SEO-optimized product pages, technical documentation, and knowledge base articles for ERP modules to increase organic discoverability and self-service adoption.
Provide subject-matter expertise to demand-gen and content teams when producing webinars, analyst briefings, and executive roundtables focused on ERP transformation and ROI.
Contribute to cross-functional playbooks for customer onboarding and product adoption campaigns that reduce time-to-value for new ERP customers.

Required Skills & Competencies

Hard Skills (Technical)

ERP domain expertise (experience with one or more platforms such as NetSuite, SAP, Oracle ERP Cloud, Microsoft Dynamics 365, Infor).
Product marketing: product positioning, messaging frameworks, launch management, and GTM strategy specific to enterprise software and ERP.
Strong analytical skills: pipeline influence measurement, marketing attribution, A/B testing, funnel analytics, and ROI modeling using tools like Google Analytics, Looker, or Tableau.
Sales enablement tools and platforms: experience building playbooks, battlecards, and using LMS systems and tools like Seismic, Highspot, or Showpad.
CRM and RevOps familiarity: Salesforce or similar CRM administration basics, opportunity stages, product catalog, and reporting integration.
Marketing automation and demand generation: hands-on experience with HubSpot, Marketo, Pardot, or similar for nurturing, segmentation, and campaign measurement.
Content creation and technical writing: ability to produce white papers, case studies, solution briefs, and SEO-optimized product pages that articulate ERP value.
Pricing & packaging analysis: capability to model pricing scenarios, elasticity, and recommend SKU strategies for subscription and perpetual licensing models.
Demo and POC development: collaborate with solutions engineering to create repeatable and scalable ERP demonstrations.
Competitive intelligence tools: proficiency with market research methods and tools (Gartner/Forrester mapping, SimilarWeb, Crayon).
Basic knowledge of integration technologies: APIs, middleware, and common ERP connectors to translate integration value to technical buyers.
Familiarity with ABM platforms and tactics for targeting ERP buyer accounts at enterprise scale.

Soft Skills

Strong cross-functional collaboration: proven ability to influence Product, Sales, Customer Success, and Partnerships without direct authority.
Excellent written and verbal communication: can craft succinct executive summaries and detailed technical briefs for diverse audiences.
Strategic thinking with execution focus: able to design GTM strategy and drive reliable execution against launch timelines.
Customer empathy and interview skills: conducts discovery interviews and synthesizes qualitative feedback into actionable product marketing insights.
Project management and organization: manages multiple product launches and content streams concurrently with attention to deadlines.
Analytical curiosity and data-driven mindset: uses metrics to validate hypotheses and iterate on messaging and campaigns.
Adaptability and resilience: thrives in fast-paced B2B SaaS environments and handles shifting priorities and ambiguous situations.
Presentation and storytelling: confident presenting to senior stakeholders, sales teams, customers, and industry analysts.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Marketing, Business Administration, Communications, Computer Science, or related field.

Preferred Education:

MBA or Master's degree in Marketing, Business, or Technology Management (preferred for senior roles).

Relevant Fields of Study:

Marketing, Product Management, Business Administration
Information Systems, Computer Science, Industrial Engineering
Finance, Supply Chain, Operations Management (for industry-specific ERP knowledge)

Experience Requirements

Typical Experience Range:

3–7 years of product marketing, product management, or solution marketing experience for enterprise software; 2+ years specifically working with ERP products or enterprise resource planning implementations.

Preferred:

5+ years of product marketing for B2B SaaS or ERP solutions with proven track record of launches that drove pipeline and ARR growth.
Experience working closely with Sales/SE teams, RevOps, and Customer Success in enterprise B2B sales cycles (mid-market to enterprise).
Demonstrated success with go-to-market planning, competitive positioning, and demand generation in the ERP or enterprise applications space.
Experience with international product launches, channel/partner enablement, and verticalized messaging (manufacturing, distribution, retail, services).