As a representative of the consumer voice and market demand, PMMs' involvement in product development from the early stages is critical to success. More specifically, Product Marketers can make themselves an invaluable stakeholder to the process by
1. Conducting and synthesizing early market research to identify the product's core target audience and user profiles and
2. Becoming subject matter experts on the industry landscape to identify a differentiated positioning from competitors
By doing so, PMMs can represent the consumer's needs and interests at the table and influence the overall vision for the product.
My belief is that marketing’s influence on product roadmap is equal and continuous to product’s influence on marketing's roadmap. This type of ongoing feedback loop allows product and feature development to respond quickly to evolving consumer needs.