Back to Your Feed
How do you know when you have enough solid information to put forward a product suggestion?
This ties into convincing teams that a feature or change is needed. What level of evidence or research is needed to show that a certain feature or requirement is a "must have" on the product roadmap. "The competitor has it" is not always justifiable evidence.
You need to prove that there's market demand for it and that the customer is willing to pay for it. Or that it's a major cause of churn which clearly shows monetary impact. That can be validated in a number of ways: analyst validation, customer/prospect validation, willingness to pay research. A ......Read More
1. Focus group or survey data from customers or prospects 2. Market research study showing the need for certain capabilities 3. Survey data from sales, customer success showing the need 4. Deal loss analysis showing that lack of a capability is killing deals If you have all of these, thats a......Read More
Ultimately I view roadmap as a path to your company's vision to get more customers to use your service. Thus, I definitely dont think that meet-comp features by themselves are justfiable evidence to get something into roadmap--because the market already has that and is it really going to differen......Read More
It's definitely should never be about just one thing - the customer wants it, our competitor has it, etc. This is a mistake that's often made when product teams build without including PMM, or other teams. There is that requirement to have multiple levels of evidence before a decision is made, ho......Read More
Related Ask Me Anything Sessions
Appcues VP Marketing, Eric Keating on Influencing the Product Roadmap
May 31 @ 10:00AM PST
Wistia Director of Product Marketing, Elise Beck on Influencing the Product Roadmap
May 2 @ 10:00AM PST
Twilio Principal Product Marketing Manager, IoT, Elizabeth Grossenbacheron Influencing the Product Roadmap
January 18 @ 10:00AM PST
The start of building a great working relationship is clearly showing the expertise and value that you uniquely bring into the partnership with Product. As a PMM expert, you want to be seen as the central hub for a lot of critical information regarding not only your customers, but the products yo......Read More
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to inv......Read More
Product roadmaps are, or at least they should be, always subject to change. At least that is what a PM will tell you when you want to share the roadmap with a customer. 🤣 So, use that to your advantage. tl;dr Make a case for change and back that case with hard evidence Longer answer I wou......Read More
This will depend on the Go-To-Market strategy and which channels you plan to leverage. In my experience, once the roadmap is defined and you have developed your v0 GTM, that is a good time to start meeting with channel owners to seek feedback on the proposed plan and align around the channel stra......Read More
Before delivering any feedback, it can be helpful to take a minute and empathize with your product managers. Most are constantly bombarded with product feedback and things people think they should build: customer support, your biggest customers, CSMs, executives, their own boss, and even friends ......Read More
It depends what the meeting is. More generally what PM expects from PMMs include: 1. Intelligence on Customers - Trends, NPS data, insights from conversations or a Customer Advisory Board. In other words, what are you hearing from customers or trends in data are you seeing that should o......Read More
How do you build great working relationship/s with your PM/s and other product stakeholders? In what ways can product marketing share the roadmap externally? How do you influence the product roadmap if the roadmap has already been laid out by product? For a new product launch that is under development, when is the right time to start planning and meeting with the different channels?How do you deliver sales feedback to the product team to inform the current roadmap and make changes?What does your product management team expect out of your product marketers in product meetings, and how do you measure if your team is delivering this effectively to your product management team?