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How do you change the culture of your company so that product marketers have more of a voice to influence the product roadmap?

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4 Answers
Influencing the Product Roadmap
  1. Stacey Wang
    Stacey Wang

    Kodex Head of Marketing & Government Relations • 5y

    It's hard to answer this in the abstract (w/o knowing more about your current culture), but these two cultural components have been critical to the influence creds PMM has earned at Ironclad: (1) empathy and (2) (a derivative thereof) "win as one" mindset.  Empathy means the ability to see things from your counterparty's point of view. "Win as one" culture is something we really care about at Ironclad, and it basically means committing to driving the best results for the company. It means always ...Read More

    1,462 Views
  2. Joshua Lory
    Joshua Lory

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

    First, changing a culture is hard. You can do your best by setting an example, being curious, solving hard problems and helping your peers grow the business. Second, you do not have a product without adoption. PMMs usually own or share the adoption goals with product management. PMM is in a unique position to capture and unify qualitative and quantitative data to increase adoption and usage. This process never ends and should be injected in every step of the product life cycle not just the start ...Read More

    702 Views
  3. Katherine Kelly
    Katherine Kelly

    Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y

    The hard way - you earn it.  First, I should clarify that when I think about influencing roadmap, I'm not thinking about it as "getting a feature I think is important onto the roadmap" - if that's the approach you're putting yourself in the same category as every other person who lobs requests at a product manager and they'll see it as just more clamouring for more, more, more. When I think about influencing the roadmap, I think about building a real partnership with product. Understanding the t ...Read More

    486 Views
  4. Raman Kalyan
    Raman Kalyan

    Microsoft Director of Product Marketing, Microsoft 365 Security • 4y

    We have established a process whereby we partner closely with engineering to condut both qualitative and quantiative market research on areas where we believe there may be an opportunity for growth/or closure of gaps. Partnering closely allows us to leverage the results to both influnce the roadmap as well as our outbound marketing messaging. 

    612 Views

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