AMA: Lattice Head of Product Marketing, Julian Clarke on Influencing the Product Roadmap
June 22 @ 10:00AM PST
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Lattice Head of Product Marketing, Julian Clarke on Influencing the Product Roadmap
Top Questions
Julian Clarke
Lattice Director, Head of Product Marketing • June 21
Most of the tools we use in product marketing are focused on collecting and analyzing the insights (customer feedback or otherwise) we need to use to define our strategy and inform our cross-functional teams, but not actually relaying it to Product Management. So this part of the process for us e......Read More
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Julian Clarke
Lattice Director, Head of Product Marketing • June 21
It’s a useful exercise to determine first what the company’s most important objectives are rather than any one team’s. PMM, being as cross-functional as it is, acts as sort of a layer of utility business athletes within the organization, pushing for whatever the most important outcomes are that t......Read More
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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.
Julian Clarke
Lattice Director, Head of Product Marketing • June 21
When we’re assisting Product in determining the roadmap, we’re doing all sorts of research to inform the recommendations we make – from both an outside-in and an inside-out perspective. Some useful examples for us have been… Outside-in: competitive research (recent product launches, press, conte......Read More
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How do you get teams to feel bought-in for research that they aren't leading?
One challenge I've had is that teams will disregard research if their team didn't lead it, even if it's centered on small, qualitative studies.
Julian Clarke
Lattice Director, Head of Product Marketing • June 21
In my experience this usually breaks down due to underinvested relationship-building or lack of alignment of objectives across teams. If you try to convince a PM or any cross-functional stakeholder of a point with research you conducted – as quality or strategic or correct as it may be – without ......Read More
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Julian Clarke
Lattice Director, Head of Product Marketing • June 21
This can totally vary team to team, company to company, product to product. Like you said, you want to do all of this early, the question just becomes how early and what kind of value PMM can drive the most for that particular product or roadmap. Sometimes product marketing should be the first......Read More
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