AMA: Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Influencing the Product Roadmap

Ideally, product marketing should be the bridge between the product team and the market. We're the ones who really understand what customers want, what the competition's up to, and where the industry is headed. So, in an ideal world, we're involved right from the start, helping shape the product vision and strategy. We're bringing in market research, customer insights, and competitive analysis to make sure the roadmap is focused on building things people actually want and will pay for. We're also the voice of the customer throughout the development process. We help prioritize features, figure out pricing and packaging, and create the messaging and go-to-market plans. Basically, we make sure the product is not only awesome but also something people will actually buy and use.

I would definitely recommend taking publicly damaging negative reviews pretty seriously. They can do a lot of harm to your brand image and scare off potential customers. So, if a review points out a major problem that could really mess up the user experience or turn people away, You should definitely bump that up on your priority list when making product decisions. But there are other factors you might want to include in your equation. I also advise to look at how many people are complaining about the same thing, how often and what other feedback you are getting. That way, you can make smart choices that fit with your overall goals for the product and what your customers really want, while also trying to keep your brand reputation in good shape.

I suggest to follow a strategic approach that combines data-driven insights with effective cross-functional collaboration. Gather and analyze customer feedback from various channels such as support tickets, surveys, and social media. Then identify recurring pain points, feature requests, and areas for improvement. By quantifying and prioritizing these insights, you can build compelling case for product enhancements. It is equally important to foster close collaboration with customer-facing teams such as sales. Their direct interactions with customers provide valuable real-time feedback on product performance and user satisfaction. Don't forget Product marketing should served as the voice of the customer throughout the product development process. By consistently advocating for features and fixes that address genuine user needs.

* The product roadmap ensures the rebranding aligns with the future direction of the product or company and reflects the planned vision. This fosters consistency and avoids confusing customers. * The marketing strategy serves as the directions on how the rebranded product or company will be positioned in the market, communicated to the target audience, and differentiated from competitors. It provides a clear plan for executing the rebranding and measuring its success.

Early collaboration between marketing and product teams is crucial for aligning our goals. Here are some tips to follow: * Have open communication channels with product teams, including regular meetings, shared documents, and casual chats. This will help you stay on the same page. * Get the (PMM) team involved in brainstorming sessions and customer research. This way, you can share market insights and help validate product concepts. * Conduct thorough market analysis to understand customer needs, competitors, and industry trends. This information is invaluable when planning the product roadmap. * Get the PMM team to review and provide feedback on product requirements. This helps ensure that they are clear, complete, and aligned with marketing objectives. In the early phases, the PMM team acts as a bridge between marketing and product, ensuring that market insights and customer needs are incorporated into the product roadmap.

Influencing the product roadmap when the vision is still evolving and there are lots of changes can be tough, but it's not impossible. Here are some tips: 1. Customer centricity: Identify your customers' needs and use that info to suggest features that will make their lives easier and fit with your brand's overall image. 2. Data is king: Specially in a dynamic environment, show the product team how your ideas will benefit the business. For instance, you could track different business metrics and show how different campaigns and initiatives have affected things like product adoption and revenue. 3. Build relationships with the product team. Get to know the product managers and engineers. Understand what they're working on and what their priorities are. 4. Be flexible. Things change quickly in the product world, so be ready to adjust your recommendations as needed. 5. Explain how your ideas fit into the big picture. Show the product team how your proposed changes align with the brand's overall marketing strategy and will help the product succeed in the long run. Influencing the product roadmap is an ongoing process . Make an effort to stay informed, build relationships, and communicate effectively, you can play a key role in shaping the product's direction, even when things are uncertain.