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AMA: Atlassian Product Marketing Senior Team Lead, Trello, Jessica Webb on Influencing the Product Roadmap
December 08 @ 10:00am PST

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Product Marketing With Jessica Webb Kennedy, PMM Sr. Team Lead (Trello) at Atlassian
Top Questions
What made you decide to choose Product Marketing over Product Management?
PMM Sr. Team Lead (Trello) at Atlassian
Great question and I've thought about this a lot, I LOVE watching Product Managers work and think that the problems they tackle are super fascinating, that being said, I'm a marketer at heart. I think PMMs are lucky to be in a position where we get to work super closely with PMs but our jobs are ...more
What's the best template for process organisation that you have used as a PMM bridging different company circles?
An example would be if you have a go-to step-by-step process that you rely on to: - discover new business cases or customer insights - go from a product idea to product messaging - etc.
PMM Sr. Team Lead (Trello) at Atlassian
I definitely think the process when it comes to PMM life is very important. Especially for things like GTMs. One of my team's go-to resources is the Confluence Messaging House Template [] - I like this one because it really is e...more
What recommendations do you have for influencing the roadmap early?
PMM Sr. Team Lead (Trello) at Atlassian
Building relationships with the right stakeholders. If you want to have any influence regarding the product roadmap you need to garner respect from the people who already influence it most. The best way to build those relationships is to create consistent touchpoints and check-ins that don't just...more
If product marketing is a relatively new function at your company (relative to product), what advice do you have on becoming a strategic partner and more involved earlier in the product roadmap development process?
PMM Sr. Team Lead (Trello) at Atlassian
This happens a lot, PMMs are brought in quite frantically once a team already has a very specific way of working and it's on the PMM to figure out how to slot themselves in. I think the first thing that needs to happen is to clearly delineate and articulate team members' roles and responsibilitie...more
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?
PMM Sr. Team Lead (Trello) at Atlassian
This is always tough, for Trello this was, it's something we had thought about doing for a long time but we didn't want to be overly prescriptive about how people should use our product. That being said, we got a lot of inquiries about templates - and a LOT of other tools pro...more
If you have to improve the adoption rate of a SaaS product, where would you start? Like what are the first things you would check/do?
PMM Sr. Team Lead (Trello) at Atlassian
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit...more
As a product marketer, how do you build informal relationships with your product managers to stay up to date on things in a remote company?
PMM Sr. Team Lead (Trello) at Atlassian
One of the biggest things people get wrong when working remotely is accidentally forgetting to create space for human connection. It can be so easy to end up in a very transactional workflow where you only meet to check-in on statuses of projects and to talk about timelines. This can go on for mo...more
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
PMM Sr. Team Lead (Trello) at Atlassian
Bringing in information about trends in the market, what competitors are doing, and the most important thing - USER FEEDBACK! I have learned over the years that the best way to get any sort of buy-in for roadmap planning is to come armed with real evidence. This includes existing user anecdotes b...more
What are some tips for helping drive product roadmap as a product marketer if you don't have data or customer anecdotes at your disposal?
PMM Sr. Team Lead (Trello) at Atlassian
It can be tough to get access to data sometimes depending on how your org or team is setup. Maybe you are small and don't have people dedicated to digging into this, maybe team siloes create too much process or your industry is highly regulated. If that is the case I'd encourage you to go out and...more
As a product marketer, how do you prioritize the features that you are requesting in the roadmap?
PMM Sr. Team Lead (Trello) at Atlassian
Some of the best prioritization I've seen and been a part of is based on the ICE framework []: * Impact: what do we think this feature will do for our user-base, our metrics, our bottom-line. This is also a place to consider the size of the opportunity,...more
As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?
PMM Sr. Team Lead (Trello) at Atlassian
This is always a bit of a dance, I'd say we've fluctuated over time with being better at sharing things in advance vs. more so communicating a changelog of features we've added over time. In my eyes, this often comes back to who owns this type of communication, and it can sometimes be a bit of a ...more
How do you get product management to bring you into initial design process?
PMM Sr. Team Lead (Trello) at Atlassian
Over the years we've worked really hard to get PMMs a seat at the table when it comes to working with the predetermined product triad - Engineering Manager, Product Manager, Designer. I've found that building individual relationships with each of these people is key to getting brought in to highe...more