Influencing the Product Roadmap

Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
14 Answers
Mike Flouton
Mike Flouton
GitLab VP, ProductAugust 3

IME this should sit in engineering, but it's generally not a bad idea for the copy writer to solicit PMM feedback. PMM needs to be hyper focused on strategic tasks. This is a good example of a tactical distraction. 

578 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
15 Answers
Kristen Ribero
Kristen Ribero
Greenplaces VP MarketingJuly 19
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
2330 Views
20 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 9
It's hard. Real hard.  Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order.  1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1774 Views
20 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
5753 Views
17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More
9874 Views
4 Answers
Brianne Shally
Brianne Shally
Marketing ConsultantJanuary 13
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to inv......Read More
1614 Views
4 Answers
Mary Jane Han
Mary Jane Han
Roofstock Former Product Marketing DirectorFebruary 3
Before putting together any idea, know what the overall business priorities are and what specific goals and KPI’s the company aims to deliver. The stronger you tie your idea to those outcomes, the more likely they will be prioritized. Every company has a different process for prioritizing, but th......Read More
973 Views
What's the best way to communicate learnings to product teams?
Are there best practices or particular formats that are best communicate - i.e. workshops, presentations, meetings
5 Answers
Sarah Khogyani
Sarah Khogyani
Coinbase Head of Product Marketing, CloudMay 26
Communicating customer and market learnings to product teams is something that happens throughout the product development lifecycle. In terms of medium/format, it really depends on your team's work style. I suggest adapting to the product team's style, so if they prefer docs and silent reading, t......Read More
1029 Views
5 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 22
I love this question.  Let me start with an example. What is a demo? Is it a demonstration of a product's features and capabilities? or Is it an excuse to get on a call with a prosepct, talk about the product but spend most of call doing discovery and tailoring the features exactly to what the......Read More
344 Views
4 Answers
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
It depends what the real downstream problem is here: - Does it hold up your launch campaigns? - Does it create a poor or unconsistent customer experience which damages brand credibility? - Do minor updates and overflow and bugs dominate instead of meaningful work that pushes the product forw......Read More
1105 Views