How does your team establish and standardize researching audience/segment needs and how do you then leverage your findings systematically to influence the product roadmap?

In establishing segments, it is critical to get cross-org alignment so that all functions are working off of the same definitions. Methodologies for defining segments can...

There are a variety of low touch and high touch research methods we've used over time. Most recently what's been on my mind has been the value of Closed Won/Lost intervie...

You must first: Identify overall approach for alignment with brand and company priorities Identify primary target segments for programs Determine program-specific messa...

This one depends on company stage and maturity of the market. At Cisco, we're incredibly mature, and I'm very fortunate to work alongside Sophia Danvers and her amazing...

It first starts with identifying who your target buyers are, and building a set of “persona packs” that establish a baseline of key information in understanding buyer nee...

During roadmapping, each product team articulates the "understand needs" for their product area and what we will do with the information to improve the product. This proc...

We establish multiple listening channels ranging from our field to direct customer conversations to engagements with analysts. The insights we receive from these channels...

Research has to be an ongoing, continual process -- if you aren't continually talking to market experts, customers, and prospects, you lose credibility both with your sal...

One thing worth adding to Laura's great reply is that "systematically influencing the product roadmap" can be viewed as an ongoing process. Once you have a set of segment...