How can I gain influence with Product, especialy around input into their roadmap, when they're used to operating without a Product Marketing Manager?

First off, don’t expect it to happen quickly or by brute force. Gaining influence requires trust which can only be built over time. Start with a few small wins to establish credibility. For example, market or customer insights presented at the right time in the product development cycle can be hugely influential. Showing the value of PMM is far more powerful than telling product why they should partner with PMM. Also important is how you partner with product. Leading with curiosity will build em ...Read More

Other than the things already mentioned throughout my answers (relationship building, offering to facilitate planning sessions, etc.), I would also try to show them your own marketing calendar/roadmap.  Share what you think your goals will be and ask to compare it to the rough product roadmap. Start by asking questions and sparking discussion. As you gain rapport and trust with your product teammates, they'll be more likely to bring you in at early stages, knowing that you are there to be a part ...Read More

See my answer to a similar question on this page. You'll need to build trust and rapport with them and you do this by knowing your stuff, bringing unique insights, and having a well thought out perspective on key industry challenges. You keep overdelivering until your PM counterparts understand the value you bring to the table. If after a long period of serious investment on your part they still don't see the light, crumple your self-doubt into a tiny ball, toss it away, and find a new employer ...Read More

Product is comprised of people. And so it should be clear upfront that you need to start with a foundation of trust with the people in product. Take them out to coffee. Ask about what motivates them personally. What do they want to accomplish? Who do they read/follow for inspiration and growth? OK, let's assume you've built trust by listening. Now make yourself helpful to them as a conduit to information and outside sources that help inform them. Frame your job in terms of informing product abou ...Read More

The real first question you should be asking yourself is how can you empathize with product. Just as with your role and other PMM roles, Product Managers and members of the product team are swamped with suggestions, demands, and interjections regarding how they should go about improving their processes. This can be draining and frustrating.  Once you are able to level with your PM and their team, this is your foot in the door to communicating ideas more effectively. You should also note that whe ...Read More