Building a Product Marketing Team
Consumer Product Marketing
Developer Product Marketing
Enterprise Product Marketing
Establishing Product Marketing
Growth Product Marketing
Industry Product Marketing
Influencing the C-Suite
Influencing the Product Roadmap
Partner Product Marketing
Platform and Solutions Product Marketing
Pricing and Packaging
Product Marketing 30/60/90 Day Plan
Product Marketing Career Path
Product Marketing / Demand Gen Alignment
Product Marketing Interviews
Product Marketing KPI's
Product Marketing Productivity Hacks
Product Marketing Skills
Product Marketing vs Product Management
Scaling Product Marketing
Self-Serve Product Marketing
SMB Product Marketing
Technical Product Marketing
Influencing the Product Roadmap
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?
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
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
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?
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......Read More
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More
I always fall back on the first rule of product management - "your opinion, while interesting, is irrelevant." Back your idea up with solid, detailed customer research. A good blend of qualitative anecdotes and quantitative research data will serve you well. Also, just general good advice for......Read More
I find that the key difference between influencing a 3 year product vision vs. features for the next quarter are about the precision / availability of information. The next quarter can typically be assessed pretty clearly. You can talk to customers / do research into what their needs are now and......Read More
Although the level of involvement a PMM should have on the product roadmap can vary widely (sales led or product led, is the a growth pm, how is PMM function structured at the company etc.), if there’s a PMM working there they should get a seat at the table at least. If the product team has neve......Read More
How do you influence the product roadmap without clear monetization targets for new features/products?
It's clear there is an opportunity, but currently hard to see how big of an opportunity.
The goal of any new product/feature releases is to allow your business to capture or retain slice of the market. It is important to have as much clarity as possible before enbarking on any development. Monetization or value creation is easy to gauge when similar features are already offered in......Read More
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......Read More
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.
Yes, definitely. Although it’s not ideal, it can happen and you can make an impact in terms of helping them understand product feature prioritization, since they probably already have some idea of what they're building, and (hopefully) who they are solving a problem for. If there are a ton of......Read More