How do you influence the product roadmap without clear monetization targets for new features/products?

Our job as product marketers is to help the organization maximize the capture of market opportunity — whether that’s becoming more competitive, entering new markets, increasing the value we deliver to existing customers, or numerous other ways. Thus I think it’s important to start with “what opportunity will this new feature/product unlock?” Ultimately the feature/product should drive some core value for the business in the form of a measurable KPI. Often this will be revenue. But if you can’t d ...Read More

The goal of any new product/feature releases is to allow your business to capture or retain slice of the market. It is important to have as much clarity as possible before enbarking on any development. Monetization or value creation is easy to gauge when similar features are already offered in the market. But let's say your product team was working on feature that doesnt exist in the market. If you go back a few years there was no concept of anonymizing phone numbers when connecting two people. ...Read More

Before prioritizing product initiatives, it's important to help your product team get a handle on the market and estimate the market opportunity. I usually work with an analyst to do competitive and market research that are inputs into a bottoms up revenue model. These early models contain a ton of assumptions, but it at least helps start a conversation around expected impact.  You can also follow up on qualitative insights you've gathered with bigger surveys to validate the "market sizing" of t ...Read More

While monetization is a clear way to measure a product launch, it's not the only success metric. There are many other ways to measure a launch that are relevant to specific products or features. Broadly speaking, new products could also impact market awareness, pipeline creation, win rates, adoption, and upsell / renewal. Some features/products were specifically created to unlock new markets or future capabilities. Therefore, there is no one-size-fits-all approach to measuring the success of a l ...Read More