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Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

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4 Answers
Influencing the Product Roadmap
  1. Vishal Naik
    Vishal Naik

    Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y

    I tend to think that teams like to hear their work is appreciated and their processes are modeled. So if another team is required for estimating roadmap costs, I'd ask them questions about how they do this level of modeling? What's their process and what are their inputs? Then I'd take a stab at doing something similar and then set up time with them to review.  At my current company, things tend to be measured based on resource allocation (X full time-employees required to work on the project fo ...Read More

    2,154 Views
  2. Joshua Lory
    Joshua Lory

    VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y

    Product marketing should understand product requirements and feature velocity at a high level i.e. how hard it is to deliver a solution and how many features can your team deliver in a quarter. That way you can bucketize feature requests into t-shirt sizes; small, medium large efforts. The onus is on product managament and engineering to determine exact costs and timing of features. 

    1,186 Views
  3. Grant Shirk
    Grant Shirk

    Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y

    Currently, we do not. I don't believe it's the product marketing team's role to quantify the technical costs of a product or solution investment. That's stepping too far into the role and expertise of product and engineering, and frankly it's just an inefficient use of resources.  That's not to say you should wave a magic wand and wish for the impossible. Product marketers must have the technical depth to understand the limitations, constraints, and possibilities of a technology. Without it, the ...Read More

    519 Views
  4. Eric Keating
    Eric Keating

    Appcues VP Marketing • 3y

    I'm not the best person to answer this question, but my team interviewed somebody who is. I highly recommend you check out this take from Conor O'Mahony, who served as Klaviyo's Chief Product Officer at the time of recording: https://www.productled.org/blog/interview-connor-omahony-klaviyo He shares a great story about how he changed the way an organization measures R&D costs and ROI. Here's an excerpt: And then I got up in front of the company and I said, "Hey, you know what? For the last s ...Read More

    422 Views

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