AMA: Grammarly Global Head of Product Marketing, Natala Menezes on Influencing the Product Roadmap

February 09 @ 10:00am PST

View AMA Answers

Product Marketing Stakeholders With Natala Menezes, Global Head of Product Marketing at Grammarly Already a member? Sign In
Top Questions
As a product marketer, how do you manage product teams that are poor at scoping releases? Especially as they apply to changing release dates and minor updates.
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
It’s a bummer situation when product and engineering teams don’t deliver on the timeline planned. My best practice is to make sure that there’s organization-wide agreement and alignment on delivery dates. I’ve seen inconsistent delivery happen most in cases where marketing operates separately fro...more
How to add value to a product team that isn't used to working with a PMM? In what ways to you see (or recommend) product marketers build trust with their XFN partners?
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
Show up! In my last role, I was on a team where it wasn’t usual for PMM to play a significant role in the PM planning or organization. I showed up, spent time with the leaders, shared what PMM could do (by doing it!), and was consistent and available. I ended up being BFF with the PM lead. Togeth...more
How do you more effectively influence product roadmap priorities and timeline?
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
I have always loved this quote by Robert Johnson (notably a musician, not a product marketer!):  “Leadership is the ability to influence people and motivate them to do what needs to be done to accomplish a goal, vision or mission.” Those last three parts: goal, vision, and mission, are the keys...more
What are the SaaS you think is doing product marketing exceptionally well globally and it's competitors and also please explain how is the one able to stay ahead than the rest?
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
Outside of the wonderful PMM work we do at Grammarly (we’re hiring btw), I think Salesforce and Google do an exceptional job with product marketing. Salesforce focuses on the story and the pain they are solving. They are flashy and visionary (particularly in the slow-moving enterprise space). Go...more
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.
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
Ideally, PMMs are influential partners. :)  As PMMs, we represent the voice of the customer in product decisions – because we know our customers and their needs best through the work we do. When you have influence, PM will bring you closer to decision-making. Sometimes this starts as bouncing id...more
As head of PMM at a startup, how did your PMM team grow over time, e.g. what positions did you hire, when, why? How did divide scope of responsibilities? What were the most strategic hires you made, including non-PMM titles if any?
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
When I started at Grammarly, I did an audit of how PMM mapped to the product organization, our consumer acquisition and growth teams, and our B2B sales teams. The audit revealed that we were significantly understaffed (did I mention we are hiring?) And as a result, PMM was focused on launches mor...more
Can you share advice for the first product marketer at a company for influencing the product roadmap?
Natala Menezes
Global Head of Product Marketing at Grammarly | Formerly at: GOOG, MSFT, AMZN, SFDC + startups
Keep a stack-ranked list of the top product/feature requests that you hear from customers. As the product marketer, you represent the voice of the customer within the organization. Bring that voice to life by knowing their needs, where the product has gaps, and which features or enhancements will...more