AMA: Enable VP of Product Marketing, Amanda Groves on Influencing the Product Roadmap
June 5 @ 10:00AM PT
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👋 Amanda Groves
👋 Hi I'm Amanda Groves.. Philly native (Go Flyers!), Pittsburgh transplant (Go Panthers!)
💼 I currently am the VP of Product Marketing at Enable, a fin tech startup within the Supply Chaqin.
👀 Topics of interest for me are managing M&A and integrating offerings... AI product innovation/roll out and building high-performance PMM teams.
🤝 Topics I am help with... adopting agile marketing, core PMM/Solution PMM, new product introduction process/tiering and pricing and packaging.
🍦 Favorite ice cream flavor.. mochi!
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 t...
946 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 w...
815 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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. So...
766 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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...
406 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 road...
446 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 (quarter...
376 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
PMMs can get involved early by identifying patterns between feature adoption and personas/target markets and codifying that into consumables for product development. Mayb...
393 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 validat...
456 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.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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...
375 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
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 t...
386 Views
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What kinds of market research do you do to shape the product roadmap and build, buy, and partner strategy? 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 what we need to invest in to increase market penetration.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
Big question! I think a well-rounded perspective involves:Pulse checks from field teams (CS/Sales)Customer feedback (surveys)Market feedback (analyst relations/reports) +...
432 Views
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