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Matt Hodges

AMA: Atlassian Head of Product Marketing Craft, Matt Hodges on Influencing the Product Roadmap

December 14 @ 11:00AM PST
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Atlassian Head of Product Marketing Craft, Matt Hodges on Influencing the Product Roadmap
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
PM and PMMs are likely to have different goals when it comes to feedback from users with early access, but I think that both should at the very least seek to understand, "to what degree have we solved the problem for customers that we set out to solve with this feature/product/release?". If you p......Read More
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
At the stage before anything is handed over to eng for design. At Atlassian, we refer to this as the "Explore" phase–"Wonder" and "Make" come before and after, respectively.  When you do this, be clear on the role PMM is playing and the type of feedback the design wants and needs to move forwa......Read More
1386 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
Research * Competitor analysis to identify gaps to fill and opportunities to strengthen your unique value proposition  * Customer research to understand needs and willingness to pay * Market and analyst research to inform how to strengthen your position in your category * Win/loss anal......Read More
1313 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
I don't think there's a hard and fast rule here, so I'd start by asking what you want from a Customer Advisory Board and what types of customers you'd want to participate. In my experience, specifically at Intercom, the creation of the CAB was owned by Sales & Success since they owned the relatio......Read More
599 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
This all depends on both your pricing and company strategy, which together determine to what degree revenue opportunity should be weighted when making roadmap decisions. Are you currently focused on optimizing for usage, growth, or revenue? Only you can answer that. In my experience, instead o......Read More
1505 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
Product roadmaps are, or at least they should be, always subject to change. At least that is what a PM will tell you when you want to share the roadmap with a customer. 🤣 So, use that to your advantage. tl;dr Make a case for change and back that case with hard evidence Longer answer I wou......Read More
1352 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
1. How do competing offerings solve the problem for their customers today? 2. How do competitors price and package their own solution to this problem? 3. Are there opportunities to amplify a solution to the problem trying to be solved with product that's "already on the shelf"? i.e. How ca......Read More
565 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 14
Role depends on what other people/teams you have around to support you and metrics to monitor will depend on your GTM motion and business goals. Without getting specific, PMMs should care about the full funnel–from top to bottom. When you have a deep understanding of your funnel you can connect t......Read More
925 Views
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Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 13
1. Seek first to understand before being understood 2. Focus on identifying where you can deliver the most impact in the short-term 3. Invest in establishing relationships with your closet stakeholders to aid in building trust over time 4. Set clear expectations with your manager on what ......Read More
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