Promotion to VP with Zendesk's VP Product Marketing, Lisa Kant
Connect with Lisa on LinkedIn. [https://www.linkedin.com/in/lisakant/]
Join Lisa on Sharebird [https://sharebird.com/profile/lisa-kant].
Book Recommendations: Range by David Epstein and Making Movies by Sydney Lumet
1. What is something you’ve learned lately?
2. Can you tell us about your r...more
In almost all cases you want to have Product Marketing creating the roadmap deck
and delivering it, rather than Product. There are two main reasons for this.
First, some PMs (please don't hate me) tend to focus more on describing the
feature rather than articulating the value and benefit. Of cou...more
This happens a lot more than you might think. The Product team looks at the
market and decides to build a feature. The feature is rolled out as an early
alpha and customers are disappointed. What do you do? This is actually one of
the easier scenarios in which to influence the roadmap.
A few yea...more
Discussing the roadmap with customers is a critical step in product development
because it helps validate and clarify your strategy.
It’s tough to give a one-size fits all rule for when to share the product
roadmap as it depends on the industry, customer maturity, segment, and numerous
This is a really interesting question. Leadership typically look at a number of
factors when determining what goes in the roadmap. For example, at Zendesk we
look at industry trends, innovative use cases, new market expansion, our
competitors, partners, and of course customer feedback.
You would assume that being in the product organization would allow a PMM more
influence. However, I’ve actually found the opposite to be the case.
For a brief period of time at Zendesk, Product Marketing reported into the
product org. This let us foster very close relationships with our prod...more
You’ve done an admirable job of describing the differences, however the reality
can be a lot more nuanced. There are many situations in which I have felt
strongly about adding something to the roadmap and have argued with PMs to get
it built. In other instances I’ve played a more supporting role ...more
It comes down to which aspects of the role excite you the most. Depending on the
company you are working at, Product Marketing and Product Management can have a
lot of overlap. I’ll first discuss some of the similarities and differences in
the roles before summarizing how you should think about m...more
The mistake some Product Marketers make is to only think about net new revenue
potential. For example, let’s say you are deciding between two features that
will take equal amounts of development time. Do you build the feature that will
help you attract new customers or one that will retain your e...more
Senior Director, Technology Marketing and Communications at Zendesk
When I think about the most successful launches my team and I have done, they
all included 1) a clear go-to-market strategy with leadership and stakeholders
bought in, 2) strong communication and partnership across cross-functional
teams, 3) effective sales enablement, and 4) success metrics and ...more