If you want to be a bad product manager, create as many different product support materials as possible. If you’re launching a new product or enhancing an existing product, you need to communicate what’s new or improved. To do this, put one set of materials together for your sales staff, another for customer service, another to provide to new customers, a different set for partners, and more versions for other audiences. There might be slightly different needs across the groups, so it’s best just to create each one separately to make sure they are tailored to the audience needs. This might take a bit more effort, but in the long run it will help make sure you are passing along the right information.
If you want to be a good product manager, create a core set of product support materials and reuse them as much as possible. Tailoring your materials to different needs is a good idea, but is it really necessary? Are the different internal and external audience needs really as different as you think?
Keeping that core set of information consistent has many benefits:
There may be times when it makes sense to have some information specific to one audience — for example, information that you may not want to advertise but would like customer service to be aware of in case customers ask. Even then, you should still produce a standard set of information and materials that is common to all audiences, but supplement it with something just specific to the particular audience.
Creating a standard set of core materials for product training and support will help you better answer questions about your product and spend less time answering them. Time saved on product support can then be put towards more value-adding activities around product strategy, roadmapping, and new releases.