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How do you influence the product roadmap from an annual perspective? What is the criteria for prioritization? (Think: Planning)

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3 Answers
Influencing the Product Roadmap
  1. John Withers
    John Withers

    Atlassian Head of Product Marketing, Bitbucket • 1y

    How far out your company or team should plan your roadmap, and the frequency with which you revise it, will depend on the maturity of your market and of your product. The more mature your market and/or product is, you ought to be able to make plans with a higher degree of certainty. In contrast, if you’re in an emerging space (as I am currently), you'll have more uncertainty as to the correct product strategy, especially the further you project into the future. This is because you’ll need to be ...Read More

    2,883 Views
  2. Jackie Palmer
    Jackie Palmer

    ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 7mo

    For annual and strategic planning, it's important to focus on long term things that will drive growth and expansion rather than individual features requested by customers. Often, this shows up in bigger investments like brand new products or new areas like geographies or industries. This is where product marketing can really shine. Begin by doing research: Interview customers Conduct win/loss interviews Have inquiries with industry analysts Gather market insights like predictions, trends, and fo ...Read More

    614 Views
  3. Olesia Klevchuk
    Olesia Klevchuk

    Barracuda Networks Product Marketing Director • 9mo

    There are two things to consider here what’s happening in the market and what will move the business forward. As a PMM you should be listening to customers, sales team, keeping an eye on competitors. Input from all of these sources can be very valuable during annual planning. You could prepare a short brief ahead of planning that summarizes any new (or old!) customer pain points that keep surfacing during win/loss analysis; a competitor’s new capability that sales struggle to position against an ...Read More

    402 Views

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