Amanda Groves

AMA: Enable VP of Product Marketing, Amanda Groves on Influencing the Product Roadmap

June 5 @ 10:00AM PST
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Enable VP of Product Marketing, Amanda Groves on Influencing the Product Roadmap
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
Here are the top areas I focus on to partner with product on market research and gathering intel: Alignment: * Align Goals: Ensure both teams understand what questions need to be answered and what outcomes are expected. * Define Success Metrics: Agree on what success looks like for both t...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
Ideally there is mutual respect, trust, and appreciation for each role. I think about great sports teams - the roles of defense and offensive players. The attributes of what makes great teams thrive. It is camaraderie and alignment on the greater why and outcomes. Doing whatever it takes - even i...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
An effective way for a Product Marketing Manager (PMM) to influence the product roadmap is by presenting data-driven insights that align with strategic business goals. Some examples: 1. Customer Feedback Integration: A PMM can collect and analyze customer feedback to identify common pain po...Read More
332 Views
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
I'm not sure if this question is asking about true application of brand voice and attributes in design process - or hypothetical when conducting customer insight sessions to validate design decisions. So let's explore both! For application of brand voice attributes in design: * Codify a bran...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
I don't view this part of the puzzle as an assembly line. I view the roadmap as a living organism that is nurtured by both teams. With this in mind - how we fuel the roadmap is determined by how we spend our calories and codification of information for PM. A more direct answer could be: * Sh...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
Managing and informing the roadmap looks like operating as a lawyer and advocating for your client. Collect the feedback, document it, present your business case (quarterly at minimum - early and often is best). And get alignment with a Product Leader or Ops manager on WHEN is the best time for t...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
PMMs can get involved early by identifying patterns between feature adoption and personas/target markets and codifying that into consumables for product development. Maybe the engineering team has a hard time seeing beyond the code into who they're building for and what they want - that's where y...Read More
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What kinds of market research do you do to help shape the roadmap? And more tactically, what format do you share your analysis?
I'm tasked with doing market research -- voice of the customer, competitive intelligence, and doing internal interviews -- to segment a new market and define which building blocks we need and in what order to unlock this new market by different segments.
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
Big question! I think a well-rounded perspective involves: * Pulse checks from field teams (CS/Sales) * Customer feedback (surveys) * Market feedback (analyst relations/reports) + closed won/lost reports * Competitive intelligence (win rates + general intel for direct competitors and s...Read More
348 Views
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
Great question. It depends on what the PM is trying to glean from alpha/beta phases of the dev cycle. Is this a time for functional testing? Are we soliciting for validation of use cases? I've seen early access (EA) used for a myriad of reasons based on the complexity of the feature/product and c...Read More
367 Views
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Should product marketers be "influencers" or "partners" in product roadmap decisions?
As an influencer you might just share market and customer research, competitive intel, etc. as another input for PM to consider in their own decision making; whereas if you're a true partner, you're discussing and debating with them, as equals, what product roadmap decisions should be and why, where PMs and PMMs bring different inputs and value to the table as equals. Thoughts on being an "influencer" vs. being a "partner" in guiding the product roadmap? Thank you.
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
It depends on the level of partnership between PMM and PM leaders to start - and how the teams have aligned on the NPI process. To me we absolutely should play both roles, it's not bifurcated as an either / or statement. As a partner, we're expected to influence. If we aren't influencing, we aren...Read More
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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 5
I use a tiering matrix for every new release/product launch to remain objective in my decisioning. The process runs as follows: * Tier 1: Innovative, net new functionality that increases market share, domain authority, and network effects (leadership position)GTM is 10-12 weeks from devel...Read More
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