How can product marketing manager influence a product roadmap when the roadmap is already full with multiple requests from customers, product vision or engineering items?

Answer

3 Answers

Influencing the Product Roadmap

Michele Nieberding

Treasure Data Director of Product Marketing • 1y

In these cases, influence the product roadmap might feel like trying to squeeze water from a stone. But...it’s not about squeezing harder (because of course that won't work!), it’s about reframing the conversation. (Keyword in all of this: PMM should be INFLUENCING the product roadmap, NOT defining it)A full roadmap is almost always full competing priorities, and your job as a PMM is to bring clarity, focus, and a true/well researched understanding of the customer and market. Here are some thing ...Read More

1,950 Views
Marina Ben-Zvi

Atlassian Product Marketing Leader • 7mo

There will always be a backlog of customer requests, internal asks, and technical debt. Don’t let that deter you. Roadmaps aren’t fixed — they’re living plans, re-evaluated regularly as customer needs, market dynamics, and company priorities evolve. Your goal isn’t to “add” to the roadmap — it’s to re-prioritize based on impact. Product teams are constantly under pressure from sales, customer success, execs, and customers — all advocating for their needs. When everyone’s shouting, it’s hard to s ...Read More

1,757 Views
Axel Kirstetter

Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y

Who says that PMM can't be the supplier of some of that information? PMMs can take the customer requests and map them against ICP or personas. They can take a point of view on the economic impact of technical debt vs acquisition vs retention vs adoption. From there they take a PoV and influence the roadmap

1,211 Views