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Influencing the Product Roadmap

How does your company define the difference between Marketing and Product Marketing teams and how do the responsibilities differ?

6 Answers

Thomas Dong

NetSpring VP of Marketing • December 9

At Heap we are fortunate to have a CMO in Lynn Girotto who has a firm grasp and strong working knowledge of all aspects of marketing. Often times you run into CMOs who only know brand, or only DG (or for that matter, only PMM), and the results can be disastrous. She has structured our marketing t......Read More

3015 Views

How much of your product design is data driven based on product marketing learnings and experimentation vs trusting the word of the designer?

4 Answers

Margueritte Harlow

Square Head of Product Marketing, Square Banking • September 1

Data is a great place to start. It helps to identify which hypotheses have the most promise and to prioritize where to dig in. Designers can have great intuition about what customers want and how to build it. However, when it comes to product design, particularly for something new, data can't alw......Read More

499 Views

Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

4 Answers

Joshua Lory

VMware Senior Director, Blockchain Go To Market • January 6

Product marketing should understand product requirements and feature velocity at a high level i.e. how hard it is to deliver a solution and how many features can your team deliver in a quarter. That way you can bucketize feature requests into t-shirt sizes; small, medium large efforts. The onus i......Read More

480 Views

What template do you use when pitching customer/prospect priorities to Product leadership?

We have data points and a long backlog of features that need to be prioritized to help us win. I'm struggling to consolidate it into a consumable format for product to digest and decide

4 Answers

Uri Kogan

OnPlan VP Product Marketing • March 4

From my experience, it's usually product that is doing much of this prioritization, rather than PMM. What I've seen that PMM can do to help is two-fold: 1. Themes. Product knows the product so well, it's very easy for them to get lost in the nuances and intricacies of how different features mi......Read More

553 Views

As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?

4 Answers

Caroline Walthall

Quizlet Director of Product Marketing • January 31

Set super clear research goals whenever you talk to customers or conduct a research study. As part of those goals, explain what the physical output of the research will be and articulate next actions the team should be able to take. Examples might be something like "create a customer journey ......Read More

800 Views

How to anchor product initiatives / influence product priorities based on member journey / customer priorities.

3 Answers

Sophia (Fox) Le

Glassdoor Product Marketing • May 11

Data, data, data! Once you are able to identify your customer’s unmet needs, motivations, and attitudes, you can put your customer at the center of your business cases to influence product priorities. And couple that with market insights on your competition, your product counterparts will have to......Read More

688 Views

As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?

4 Answers

Anna Wiggins

Bluevine Sr. Director of Customer Research, Content, and Product Marketing • August 12

This would depend on your goals. Do you want to share the roadmap to get feedback or do you want to share the roadmap to give customers insight into your vision and upcoming plans. Also, think about what kind of expectations your customers have from you and what kind of expectations do you want t......Read More

699 Views

How to convince your product team to create shared OKR's with PMM?

3 Answers

Elise Beck

Wistia Director of Product Marketing • May 1

When it comes to aligning the goals of your product and PMM teams, it's important to first look at your company's overarching OKRs--which should act as a guiding star for your entire organization. Once you have a clear understanding of these company-level OKRs, you can start to align your produc......Read More

407 Views

How can you involve your product marketing team in roadmap discussions early on without being seen as intrusive or kingdom-building?

5 Answers

Sophia (Fox) Le

Glassdoor Product Marketing • May 11

* Build relationships. Show up to add value; ask, remind, repeat. * Bring the voice of the customer to the table. Leverage customer interviews, NPS verbatims, third-party research findings, competitive intel. Bring data to validate and strengthen your recommendations with the customer wan......Read More

550 Views

What are some best practices you recommend for bringing brand creative and product design teams together in a collaborative setting?

2 Answers

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • December 15

Okay, this is a fun one, so I'm going to start here. As a former UI designer (at Pixo and Tellme Networks**), this is probably the most fun you'll have in product marketing. You're bringing together three functions that thrive on different kinds of creativity. Words, emotion, and structural desig......Read More

733 Views