AMA: Miro Group Product Marketing Manager- Enterprise, Mandy Schafer on Influencing the Product Roadmap
July 14 @ 10:00AM PT
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Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
As the PMM, you often may know more about the product that the product may know. This is due to the nature of PMM having a birds eye view across the entire company with h...
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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?
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
Recently, the way my PMM teams have been structured has been Inbound (or Core, Stream, etc) and Outbound (GTM). This type of team structure divides up PMM teams with thos...
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How do you know when you have enough solid information to put forward a product suggestion?
This ties into convincing teams that a feature or change is needed. What level of evidence or research is needed to show that a certain feature or requirement is a "must have" on the product roadmap. "The competitor has it" is not always justifiable evidence.
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
It's definitely should never be about just one thing - the customer wants it, our competitor has it, etc. This is a mistake that's often made when product teams build wit...
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Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
Sharing roadmap is essential for any tech company, and I'm a firm believer of sharing more information with customers brings more trust, and better relationships. Current...
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Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
In my experience, prioritization for what's being requested in the roadmap can be done in the following ways: 1) Identifying customer need/ask: Sometimes this is the easi...
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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.
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
I work closely with analytic and strategy experts at our company to perform the market research required. At the end of the day, I'm a PMM, not a trained data scientist, ...
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Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
This is a really important topic, and for me, what's worked well is setting up what I call the product maturity model. Sometimes, the product team just gets too much into...
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