How often would you recommend product marketing to share insights to influence product roadmap?

The short answer: constantly, with formal check-ins quarterly or semi-quarterly. Product marketing's job is to be a continuous feedback loop between the market and product. You're hearing things in sales calls, customer conversations, competitive intel, and win/loss data all the time. The insights you uncover don't wait for quarterly planning cycles, so neither should you. That said, here's how I think about the rhythm: Real-time sharing (ongoing): This is where you're dropping quick insights in ...Read More

Great question! I try to approach it as being continuous, but thoughtful. Product Marketing shouldn’t only wait for big planning moments to share insights, but we also shouldn’t inundate teams with every piece of customer feedback we see. For every GTM my team leads, we use a consistent, templated approach to share back performance results and seller sentiment. This template includes a summary of the primary and secondary KPIs, support volume, and seller sentiment. It also recaps key learnings a ...Read More

It depends on how your company operates and how each product team likes to work. But as a rule of thumb, you should have recurring, structured touchpoints and be ready to jump in when new insights emerge. A great anchor point is fiscal year planning. That’s when roadmaps are being finalized, budgets are set, and priorities are written down. It’s the perfect time to show up with a clear, data-backed point of view: “Here’s what we’re hearing from customers, what the field is seeing, and where the ...Read More

Establish a cadence of meetings with the product team so that you can be on top of what's going on with the product roadmap and also share insights about customers, competitors, and changes in market dynamics. The frequency of meetings will depend on a) how many products the company has; b) the size of your PMM team; c) how often new releases take place. A good rule of thumb is to have a weekly sync with the product team to understand short-term tactical aspects of upcoming releases, monthly dis ...Read More

I want to start with this question because I think it will be the most comprehensive in answering how I think about this area of PMM work. To me, there are two different pieces of driving insights - gathering the fact-base, and synthesizing the insights into recommendations. I’ll break down each: Fact-base I like to think about insights that drive roadmap decision in four buckets: market, competitive, and Sales/ CS, and direct from customer. Depending on the company and the type of product, thes ...Read More