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AMA: Atlassian Former Marketing Director (Trello), Jessica Webb on Influencing the Product Roadmap
December 8 @ 10:00AM PST
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Atlassian Former Marketing Director (Trello), Jessica Webb on Influencing the Product Roadmap
Top Questions
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
Over the years we've worked really hard to get PMMs a seat at the table when it comes to working with the predetermined product triad - Engineering Manager, Product Manager, Designer. I've found that building individual relationships with each of these people is key to getting brought in to highe......Read More
916 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
This is always tough, for Trello this was trello.com/templates, it's something we had thought about doing for a long time but we didn't want to be overly prescriptive about how people should use our product. That being said, we got a lot of inquiries about templates - and a LOT of other tools pro......Read More
1898 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
It can be tough to get access to data sometimes depending on how your org or team is setup. Maybe you are small and don't have people dedicated to digging into this, maybe team siloes create too much process or your industry is highly regulated. If that is the case I'd encourage you to go out and......Read More
657 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
This is always a bit of a dance, I'd say we've fluctuated over time with being better at sharing things in advance vs. more so communicating a changelog of features we've added over time. In my eyes, this often comes back to who owns this type of communication, and it can sometimes be a bit of a ......Read More
915 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
This happens a lot, PMMs are brought in quite frantically once a team already has a very specific way of working and it's on the PMM to figure out how to slot themselves in. I think the first thing that needs to happen is to clearly delineate and articulate team members' roles and responsibilitie......Read More
2390 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
Some of the best prioritization I've seen and been a part of is based on the ICE framework: * Impact: what do we think this feature will do for our user-base, our metrics, our bottom-line. This is also a place to consider the size of the opportunity, is it going to impact your whole userb......Read More
1094 Views
1 request
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
Bringing in information about trends in the market, what competitors are doing, and the most important thing - USER FEEDBACK! I have learned over the years that the best way to get any sort of buy-in for roadmap planning is to come armed with real evidence. This includes existing user anecdotes b......Read More
967 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
One of the biggest things people get wrong when working remotely is accidentally forgetting to create space for human connection. It can be so easy to end up in a very transactional workflow where you only meet to check-in on statuses of projects and to talk about timelines. This can go on for mo......Read More
961 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
Great question and I've thought about this a lot, I LOVE watching Product Managers work and think that the problems they tackle are super fascinating, that being said, I'm a marketer at heart. I think PMMs are lucky to be in a position where we get to work super closely with PMs but our jobs are ......Read More
1715 Views
4 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
Building relationships with the right stakeholders. If you want to have any influence regarding the product roadmap you need to garner respect from the people who already influence it most. The best way to build those relationships is to create consistent touchpoints and check-ins that don't just......Read More
1000 Views
3 requests
What's the best template for process organisation that you have used as a PMM bridging different company circles?
An example would be if you have a go-to step-by-step process that you rely on to:
- discover new business cases or customer insights
- go from a product idea to product messaging
- etc.
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
I definitely think the process when it comes to PMM life is very important. Especially for things like GTMs. One of my team's go-to resources is the Confluence Messaging House Template - I like this one because it really is essential for getting everyone on the same page about a product or featur......Read More
1705 Views
3 requests
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • December 8
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More
2059 Views
1 request
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