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Virtual Event
Influencing the Product Roadmap
About Event
Join over 200 product marketers to learn from leaders at the world’s fastest-growing companies on how to strategically influence and prioritize your product’s roadmap. In this interactive session, you’ll learn proven methods for aligning your product’s development with customer needs, business goals, and market trends. Walk away with actionable strategies you can implement immediately to make a meaningful impact on your product’s future.
Date: Thursday, December 12th
Location: Online (link will be sent to registrants prior to the event)
Cost: This event is free. However, there are limited seats, so be sure to register early!
Top Questions
What does a typical agenda look like for a meeting with product, product marketing, sales, etc.?
1 request
LinkedIn Director of Product Marketing • 1y
Our cross-functional meetings typically start by reviewing progress against agreed-upon KPIs and identifying areas that need attention.We begin by examining whether our p...
324 Views
What are some of the best ways to demonstrate ROI for product roadmap feature recommendations?
1 request
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
When demonstrating ROI, it's important to distinguish between product features (primarily the product team's domain) and positioning/messaging (primarily PMM's domain).Fo...
259 Views
How do you influence a roadmap that doesn't really exist at a small startup?
1 request
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
At smaller startups without robust roadmaps, focus on influencing the strategic pillars and experimental approach rather than specific feature plans.At MyFitnessPal, we d...
261 Views
Is starting a voice of the customer program helpful for product marketing, or is it too broad for roadmap feedback?
1 request
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
On the consumer side, formal voice of customer programs can become too homogeneous with the same super users providing feedback repeatedly.At MyFitnessPal, we're actually...
251 Views
If PMs are already very close to the customer and sales teams, where else can PMMs add value?
1 request
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
PMMs and PMs look at the same problems from different angles, which creates unique value even when both are close to customers.While it's good to follow along with PMs du...
256 Views
LinkedIn Director of Product Marketing • 1y
PMMs can add tremendous value through structured synthesis of market insights and providing objective feedback on product-market fit.At LinkedIn, we deliver a comprehensi...
278 Views
What tactics or strategies do you use to gather customer feedback?
1 request
LinkedIn Director of Product Marketing • 1y
We use multiple approaches to gather comprehensive customer feedback. Betas are fantastic for testing prototypes and getting feedback on specific features.For more strate...
221 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
We use a Beta program to gather customer feedback, which is a group of members we can always go to when launching products, working through bugs, or getting general feedb...
226 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
I think about customer feedback in terms of both quantitative and qualitative data collection methods.For quantitative feedback, we use product analytics to track adoptio...
209 Views
How do you influence the roadmap for highly technical products?
1 request
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
When influencing technical roadmaps without deep technical expertise, focus on use cases rather than technical specifications.Start by establishing relationships with you...
248 Views
How do you influence products managers with long tenure in the space they operate in?
1 request
LinkedIn Director of Product Marketing • 1y
Building trusting relationships is the foundation for influencing long-tenured PMs. This starts with creating regular touchpoints and collaborative environments.At Linked...
221 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
Start by understanding their perspective - a long-tenured PM likely knows a lot about the product and has context you might not have. Try to understand why they're resist...
225 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
The key to influencing long-tenured PMs is first investing in the relationship and building trust - no amount of insights will influence them without this foundation.When...
225 Views
How do you balance customer input from PMM with what PM is already gathering?
2 requests
LinkedIn Director of Product Marketing • 1y
Customer feedback should be weighted most heavily since they're the ones giving you budgets at the end of the day. But it's important to talk to a variety of customer per...
234 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
The customer always comes first when weighing different inputs for the roadmap. They are the end users of your product, so their feedback is most important.However, other...
238 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
On the consumer side, we rely heavily on consumer research and product analytics since we don't have sales teams or industry analysts in the same way B2B companies do.We ...
204 Views
How do you influence the roadmap when everything requires an ROI?
1 request
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
When advocating for long-term initiatives, paint a picture of where the company will end up if you don't invest in these areas - the FOMO approach works well for future-f...
213 Views
LinkedIn Director of Product Marketing • 1y
The days of easy growth are over in many sectors due to higher capital costs and industry consolidation, which has actually made product managers more receptive to long-t...
223 Views
How do you influence the roadmap for highly technical products?
1 request
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
When influencing technical roadmaps without deep technical expertise, focus on use cases rather than technical specifications.Start by establishing relationships with you...
248 Views
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