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At what point during feature development should product marketers get looped in on what's changing?

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3 Answers
Launch Channels Launch Strategy
  1. Stephanie Zou
    Stephanie Zou

    Figma Vice President, Product Marketing • 6y

    The answer you’ve probably heard many times before (but I will say it again because I believe it): I believe PMM should be a critical partner to product as early as the product requirement definition stage (or however way you kick off planning).What value can PMM add so early on? You can add value in so many ways! Write the story you want to tell when you launch, so product builds a compelling enough feature. Lend your expertise on the competitive landscape. Define the various use cases and best ...Read More

    3,508 Views
  2. Bryan Sise
    Bryan Sise

    Checkr VP of Product & Customer Marketing • 6y

    Really early :). When the release is just a twinkle in the PM’s eye :). The way to do this is to set up a formal PMM:PMM partnering system where each individual PM is partnered with 2-4 PMs, and they all focus on the same area of the product. The PMM meets regularly with their PM partners. The baseline topic (in addition to other selected topics of conversation) is always: what’s coming down the pipe? What was recently prioritized on the roadmap? Who will the new product be for, and what need do ...Read More

    969 Views
  3. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 4y

    I always tell my PMs that the earlier PMM is looped into feature development planning, the better. Of course, we want enough lead time to prep for a successful launch. But even before we think about the launch, PMM should bring their insights to the table when the team is in the planning stages. This allows us to bring feedback from the field and customers, as well as share any market or competitive trends we have discovered. 

    340 Views

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