Sharebird
MentorsAbout Us
Sign Up / Sign In
Ask me anything
AMA Page
Alina Fu

AMA: Microsoft Director, Head of Marketing for Viva Insights, Glint, Pulse, and Goals, Alina Fu on Influencing the Product Roadmap

May 15 @ 9:00AM PST
Register for AMA
Microsoft Director, Head of Marketing for Viva Insights, Glint, Pulse, and Goals, Alina Fu on Influencing the Product Roadmap
We will email you Alina's answers to these questions after the event in case you can't make it.
Questions must be topic related and not promotional. (250 character limit)
Top Questions
How and when do you integrate qualitative research throughout your product development and launch cycle?
How do you manage and inform the futuristic vision of the product roadmap with current customer requirements / feedback?
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.
How do you advocate for adding a new feature to the roadmap when it's something competitors have launched and customers are asking for, but internally it isn't seen as a priority?
As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?
At what stage should product marketing collaborate with product design on the design process?
What do you think of a public product roadmap for the customers as part of product marketing?
How do influence the product roadmap when you need extra validation i.e. balance opportunity with risk?
Our product team ships feature updates incrementally, how would you decide the scope of each of the feature changes? Do you market each of the feature updates as when they come out, or group them together? Thank you!
What kind of PMM organizational structure is ideal for ensuring that PMMs are set up for success (in this case, to influence the Product roadmap)?
For eg: Should PMMs be aligned with PMs (we have a 3:1 mapping), or should PMMs be aligned with the market/buyer persona or something else?
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.
How would you recommend a PMM influence the product team to think more about longer term value rather than just always building products geared towards low hanging fruit/quick money?
What's the best way to leverage product marketing for product changes/updates post customer feedback? How do we re-introduce a product to users to change their perspective on a product they've tried but not necessarily liked/understood as much?