Communities
Sign Up / Sign In
AMA: Uber Former Global Head of Marketing, Laura Jones on Influencing the Product Roadmap
December 8 @ 10:00AM PST
View AMA Answers
Uber Former Global Head of Marketing, Laura Jones on Influencing the Product Roadmap
Top Questions
Laura Jones
Instacart Chief Marketing Officer • December 9
In my experience, the most powerful tool for influencing the Product Roadmap as a PMM is customer insights. If you can clearly demonstrate customer pain points and inspire empathy, that tees up the opportunity to be part of the discussion around how you might meet those needs through product solu......Read More
6276 Views
2 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
One way I have approached this is to bring the cross-functional team together for a Design Sprint. Sprints are one of the most effective ways to quickly align a team around key insights and develop a customer-centric product solution. Having PMMs participate in or even lead these sprints is a gre......Read More
1857 Views
2 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team i......Read More
2923 Views
1 request
Laura Jones
Instacart Chief Marketing Officer • December 9
As you establish a relationship with your Product Manager, it is important to align on expectations. You should understand their needs and pain points and share with them your vision for how PMM can add value to the team. From there, it is often helpful to draft a set of goals that reflect the ou......Read More
3491 Views
4 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
This will depend on the Go-To-Market strategy and which channels you plan to leverage. In my experience, once the roadmap is defined and you have developed your v0 GTM, that is a good time to start meeting with channel owners to seek feedback on the proposed plan and align around the channel stra......Read More
3799 Views
5 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
In establishing segments, it is critical to get cross-org alignment so that all functions are working off of the same definitions. Methodologies for defining segments can vary depending on how you plan to use them, so I would recommend investing heavily in the upfront phase of gathering requireme......Read More
2004 Views
4 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
I map our PMM team to the PM team so that one PMM is embedded in each program team and can serve as the cross-functional lead for that area. Each PMM works with their PM and XFN team to establish team OKRs at the start of the quarter, and the PMM takes on full or shared ownership over a subset of......Read More
3798 Views
4 requests
Laura Jones
Instacart Chief Marketing Officer • December 9
I start by developing a Go-To-Market strategy that identifies the business objective of the launch campaign and articulates the in-focus audience. Once I know what I need to accomplish and who I'm talking to, then I can think about the best channels to land that message. The channels should be......Read More
4865 Views
4 requests
What advice do you have for a current product marketing manager who's looking to grow his/her career in product marketing?
What type of opportunities should current product marketers seek out in order to best position themselves to lead the product marketing function at a company?
Laura Jones
Instacart Chief Marketing Officer • December 9
Once you've established deep expertise and credibility in the field, the transition to leading a Product Marketing team will depend largely on finding the right opportunity. This can happen with your current org if there are internal transitions or scope expansions that open up leadership roles, ......Read More
2867 Views
1 request
Upcoming AMA's
Show All