As a product marketer, how do you prioritize the features that you are requesting in the roadmap?

Answer

4 Answers

Influencing the Product Roadmap

Jessica Webb Kennedy

Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y

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, is it going to impact your whole userbase or a small subset of users? Is this a longer-term feature or a quick fix? Confidence: how sure are we of this, do we have the right data to back it up, can we test it? I'm going to sound like a broken record b ...Read More

1,225 Views
April Rassa

Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 6y

To be clear, Product marketing doesn't priortize feature on a roadmap, you enable Product with the data and business case to prioritize features. Arm the teams with the data and insights needed to drive your case. Can you pull in product usage data, sales pipeline and revenue impacts, support tickets and NPS data, user testing feedback, etc. If you have these elements, then you can provide a rationale for why certain features are ranked in the order they are to drive the discussion with Product.

1,508 Views
Harish Peri

Okta SVP Product Marketing • 3y

Always think of a unique prioritization angle to help PMs make their decisions. Chances are they have talked to customers and users and have a good sense of their needs. But many times there are blind spots in terms of sales needs and competitive intelligence. Specifically: 1. What will make the product more sellable? Better demo environments, easier self serve experience, quicker billing, easier implementation process, etc. Things that aren't directly related to user needs but have a big impact ...Read More

620 Views
Mandy Schafer

Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y

In my experience, prioritization for what's being requested in the roadmap can be done in the following ways: 1) Identifying customer need/ask: Sometimes this is the easiest way to determine which products should be built next. However, this can lead to misalignment with your overall product strategy. 2) Cost analysis - what's the ROI on this feature, how long will it take, how quickly can this start bringing in customers, or expand existing ones. How much does it cost IT. 3) First to market - ...Read More

384 Views