How do you recommend Product Marketing get looped into conversations earlier to help influence the roadmap, instead of being notified after it's already in development or released and ready for Go-to-Market?

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3 Answers

Influencing the Product Roadmap

Axel Kirstetter

Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y

We need to distinguish between what goes into the roadmap [1] and how it is communicated outwards [2]. For [1] establish PMM as a core stakeholder in the product planning process, giving them a regular seat in roadmap discussions. This allows PMM to bring valuable customer insights (VoC, Win/Loss), support data (feature requests, support tickets, and competitive data—and everything around inbound product marketing—before key decisions are made, ensuring features align with market and customer ne ...Read More

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Jackie Palmer

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

With product marketing you can't say it enough - your best friend has to be your product management partner. Make sure you are setting up consistent one on ones and bring value to your PM, don't just ask for things from your PM. In addition to your one on ones, make the effort to attend all the roadmap planning sessions and all the team meetings. Again, contribute in these by bringing research, data, anything that can help you to be seen as a partner vs a consumer of information. The more you ca ...Read More

589 Views
Rinita Datta

Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y

Keep showcasing your technical/non-technical expertise, market understanding, and value as a cross-functional collaborator to build credibility and rapport. Here are some tactical things you can try to get looped in earlier: Establish a 1:1 cadence with your PM counterparts to share top-of-mind priorities, customer insights from various sources, and product direction. Proactively seek new sources of feedback and customer input that you can synthesize and market research that can help influence t ...Read More

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