AMA: Slack Former VP of Product & Solutions Marketing, Katherine Kelly on Influencing the Product Roadmap
December 7 @ 9:00AM PST
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Slack Former VP of Product & Solutions Marketing, Katherine Kelly on Influencing the Product Roadmap
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Katherine Kelly
Benchling Head of Product Marketing • December 8
This feels like an executive level misalignment of goals. I don't know the specifics in your company but if product management / product leadership is being measured by how well they hit their timelines, then that will trickle down to their teams and be what those teams focus on. This is probably......Read More
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Katherine Kelly
Benchling Head of Product Marketing • December 8
A critical piece of information is missing from this question: why isn't it seen as a priority internally? There are several valid reasons not to launch something even if your competitor has it and customers want it - the main one that comes to mind is that it takes you too far out of your core ......Read More
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Katherine Kelly
Benchling Head of Product Marketing • December 8
The hard way - you earn it. First, I should clarify that when I think about influencing roadmap, I'm not thinking about it as "getting a feature I think is important onto the roadmap" - if that's the approach you're putting yourself in the same category as every other person who lobs requests a......Read More
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Have you ever been part of a launch where the eng/product team brought in product marketers or customers after work has kicked off (but before launch) and influenced feature development? What was that like?
Sometimes when product kicks off work they have assumptions about how people think about certain features. Marketing, support, and even customers can come to the table with real stories that may invalidate the assumptions product had early on in the feature dev process.
Katherine Kelly
Benchling Head of Product Marketing • December 8
I'm potentially not understanding this question - all of the companies I've worked at beta test features and products prior to launch, so product always explicitly solicits this type of feedback prior to a launch. In fact it's a great place for product marketing to get feedback and customer stori......Read More
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Katherine Kelly
Benchling Head of Product Marketing • December 8
VOC is so powerful and it's a great place for PMM to help build that connection between product and GTM. If there's already an ad-hoc process in place, essentially what you're looking to do is add guardrails and formalize a process. Here's three things I'd focus on developing: * What informatio......Read More
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Katherine Kelly
Benchling Head of Product Marketing • December 8
While products are in development the best thing to focus on to get a jump on your GTM is defining the target audience. The specific features may change and that may impact your specific messaging and content etc, but the overall use case should be fairly stable if it's in development so you can ......Read More
429 Views
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