Sharebird
Sign Up / Sign In

How do you get product management to buy into focusing the roadmap on a specific customer segment?

Answer
4 Answers
Influencing the Product Roadmap
  1. April Rassa
    April Rassa

    Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 6y

    You need to understand which customer segments you will tackle first and in what order. Not only will this exercise help define your Go To Market strategy but it also will greatly impact your MVP. I like to think of this incremental Go To Market strategy as a customer acquisition roadmap. A product roadmap needs to align with a customer acquisition roadmap.   So, you need to identify who your innovators and early adopters are and the customer personas/segments that fit within them in order to op ...Read More

    1,368 Views
  2. Joshua Lory
    Joshua Lory

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

    By presenting a particular customer segement in the light of the total addressable market. You'll be in good shape if you can clearly show a business case that carries signifigance in the following areas. For example, how does addressing a particular segment move the needle on revenue, competitive positioning, company vision and customer satisfaction vs addressing other segments? 

    871 Views
  3. Uri Kogan
    Uri Kogan

    R-Zero Vice President of Product Marketing • 5y

    This is such a great question. It's not easy. The best way, which is not always (rarely?) possible, is to have enough knowledge and market intelligence to identify the ways two segments are different that it becomes evident that serving both isn't practical. For example, let's say your product solves a problem that both medium and enterprise-scale companies could benefit from, but you believe that medium-size companies are the right segment to focus on for now. What makes enterprise not worth go ...Read More

    514 Views
  4. Gregg Miller
    Gregg Miller

    PandaDoc VP of Product Marketing & Brand • 7y

    If you have the right data and methodology, the value of the recommendation should be self-evident. There's a few steps to doing this well How you segment: First to note is whether you're segmenting the market or your existing customers. Sometimes you'll want to talk about the market: our existing customers only represent 60% of the overall market and there's a segment making up 40% that we need to be going after! Other times you'll want to talk with product about a segment within your existing ...Read More

    711 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Madison Kiani

Etsy Director of Seller Product Marketing , Madison Kiani on Influencing the Product Roadmap

January 14 @ 10:00AM PT

View Answers
Ani Sapru

Gem Head of Product Marketing, Content, and Website, Ani Sapru on Influencing the Product Roadmap

November 13, 2025 @ 12:00PM PT

View Answers
Stephen Baloglu

Adobe Director of Product Marketing, Stephen Baloglu on Influencing the Product Roadmap

November 13, 2025 @ 11:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors