AMA: Salesforce Former Head of Product Marketing - Security Integrations Mobile, Harish Peri on Influencing the Product Roadmap
August 2 @ 10:00AM PT
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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?
Okta SVP Product Marketing • 3y
If your main goal is to stay tightly aligned with PM, then its best to mirror their structure as much as possible. E.g. in my world we have alignment at both the product...
602 Views
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Okta SVP Product Marketing • 3y
Ideally, very early on. If your org uses an agile methodology, its best if PMMs get involved at the release planning or 'epic' phase to help shape the bigger direction. ...
824 Views
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Okta SVP Product Marketing • 3y
PMMs can provide a scaling function for sales and success teams. Usually sales and success teams will offer inputs based on their experience with their territory, accoun...
642 Views
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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.
Okta SVP Product Marketing • 3y
Focus group or survey data from customers or prospects Market research study showing the need for certain capabilities Survey data from sales, customer success showing t...
467 Views
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Okta SVP Product Marketing • 3y
Always think of a unique prioritization angle to help PMs make their decisions. Chances are they have talked to customers and users and have a good sense of their needs....
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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.
Okta SVP Product Marketing • 3y
For the purpose of this question, lets assume that the PMM team is either directly doing the work or strongly influencing the teams doing the work. E.g. competitive, mar...
811 Views
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What's your best product marketing 30-60-90 day plan to make a big impact?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Okta SVP Product Marketing • 3y
Answering this one in the 'product roadmap AMA' because its super relevant in all situations. I prefer 30-60 days, because most SaaS companies, PMMs need to move faster ...
3274 Views
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