How do you leverage Competitive Intelligence to influence the Product Roadmap?
1 Answer
Axel Kirstetter
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • November 20
Competitive Insight impacts the roadmap in 2 ways.
1. It can be used to identify competitive strengths and weaknesses. That insight can be used to steer the roadmap while weighing up what is important to address and what can be ignored.
2. CI can als be used for pricing and packaging decisions. Are you a price leader or leaving money on the table? how are other providers their terms of service and payment conditions. subject to where entitlements are tracked (in the app or the billing system), this could also be used for roadmap items
107 Views
Related Ask Me Anything Sessions
Salesforce Senior Director, Product Marketing, Aurelia Solomon on Influencing the Product Roadmap
December 11 @ 9:00AM PST
Guidewire Software VP Product Marketing, Axel Kirstetter on Influencing the Product Roadmap
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Influencing the Product Roadmap
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
April Rassa
Clari VP, Solutions Marketing
Susan "Spark" Park
Monzo Director of Product Marketing
Leah Brite
Gusto Head of Product Marketing, Employers
JD Prater
AssemblyAI Head Of Product Marketing
Jeff Hardison
Calendly VP of Product Marketing
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications
Related Questions
How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?What's your best product marketing 30-60-90 day plan to make a big impact?What are some ways you can influence the roadmap as a product marketer when working with a strong-willed and difficult to work with product manager?How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)How would you recommend a PMM influence the product team to think more about longer term value rather than just always building products geared towards low hanging fruit/quick money? How do you influence the product roadmap if the roadmap has already been laid out by product?