Marcus Andrews
Director of Product Marketing at Pendo.io

We have a prioritization matrix that helps us prioritize updates from Product. We basically look at how much of a differentiator is this for us? By how big of a revenue opportunity is it? High rev and high differentiation = a tier one launch. Low for both and it's a Tier 3 (lowest). Each tier comes with a menu of communications, launch, and campaign options. It's a nice way to prioritize, especially if your PMM team is smaller than PM team like ours. 

April Rassa
Vice President of Product Marketing at HackerOne
This will continue to be an ongoing challenge for those in Product Marketing. Because this role sits at the nexus of all the functional teams within the organization, its easy to get pulled into the "problem du jour" and try to address it. It starts with defining the mission of the PMM team with...more
Anna Niles
Senior Product Marketing Manager at Calendly
We recently implemented a similar framework and it is game-changing. Grouping features into a larger story make for a stronger message when going to market. Also, it makes the life of the PMM much easier because you know exactly what category the launch will be and can plan for those in advance; ...more
Katherine Kelly
Head of Product Marketing at Benchling | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce
There's really no perfect way. I'm not sure if you're asking at a broader level, how do you prioritize product's needs against sales or marketing needs, or if you mean on a granular level. I think the first step is understanding what is a short-term ask vs. something that should be owned, and the...more
Iman Bayatra
Head of Product Marketing & Strategy at Coachendo | Formerly Google, Microsoft
Be structured and stick to your prioritization framework. Tactically speaking, we use a sort of backlog sheet where we add all the requests / works that we have on our roadmap and other ones that come our way. During our weekly planning meeting we review all the requests and we decide which ones...more