AMA: Nextdoor Former Head of Growth and Product Marketing, Dan Laufer on Influencing the Product Roadmap
January 14 @ 10:00AM PT
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How can I start making a change in my organization to influence the roadmap based on consumer insights?
I am at a company where Product builds the roadmap without many insights from Marketing or research.
Nextdoor fmr Head of Growth and Product Marketing • 6y
That can be very tough. Similar to another answer I wrote, I think a lot of this is interpersonal which makes specific feedback tough without more context. A few ideas to...
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Nextdoor fmr Head of Growth and Product Marketing • 6y
I think there are three stages to product planning that involve a product marketer: 1. Before the roadmap is set (helping inform what the product should be), 2. While th...
1375 Views
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Nextdoor fmr Head of Growth and Product Marketing • 6y
There are good arguments for either. My team is in the marketing org so I have a bias towards that structure :) Ultimately it comes down to people and where you think PMM...
1628 Views
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Nextdoor fmr Head of Growth and Product Marketing • 6y
I think a good PMM should take the stance that "I'm going to know everything about the product, competitive landscape and our customers." If you do that well there are se...
1898 Views
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How do I influence the roadmap of our product, when my product team isn't very open to it?
I spend a lot of time with customers and prospects, and constantly hear feedback on our product. But my product management team doesn't seem to value this feedback.
Nextdoor fmr Head of Growth and Product Marketing • 6y
That's tough since a lot of it is interpersonal dynamics. I don't think there's a silver bullet but a couple thoughts that might help: 1. Bring product into some of the...
966 Views
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Nextdoor fmr Head of Growth and Product Marketing • 6y
That's a great question. It depends a lot on the product of course. There are some products that lend itself to a soft launch before we put any marketing effort behind it...
2153 Views
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Nextdoor fmr Head of Growth and Product Marketing • 6y
There are a few touchpoints here: Our sales team posts a report after meeting with a prospective client that gets shared with all revenue stakeholders including marketi...
1277 Views
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