In terms of empowering your sales and success teams to get customers and prospects excited about upcoming features, how do you help them present the roadmap? Does product marketing create a roadmap deck that then gets shared out to the team?

PMM should absolutely own the narrative around the roadmap: what’s coming, why it matters, and how it connects to buyer/customer pain. But that narrative is crafted in partnership with product, and tailored for external consumption. The goal is not to explain every feature—it’s to help GTM teams sell the future vision with confidence and clarity. We typically deliver a roadmap enablement that includes: Customer-facing roadmap deck: Designed for AEs and CSMs to present in prospect or QBR conversa ...Read More

In almost all cases you want to have Product Marketing creating the roadmap deck and delivering it, rather than Product. There are two main reasons for this.First, some PMs (please don't hate me) tend to focus more on describing the feature rather than articulating the value and benefit. Of course there are many skilled PMs that can do both, however it’s unlikely all your PMs will be able to do it consistently. Customers don’t care about the specifications of the feature, they want to understand ...Read More

I answer a similar question further on, but at a high level a great way to preview the roadmap is part of annual or quarterly account health checks. In the past I’ve had a section in the sales deck. We’ve also recorded videos with our PMs covering high level plans because customers tend to really like hearing from the team that’s actually building the products they use and this gives the PMs an opportunity to celebrate their work. Some PMs also enjoy going on sales calls to directly experience c ...Read More

Ideally, any roadmap shared with your sales team would be owned and presented by PMM. The sales team doesn’t just need to understand when a product will be released, but when they’ll be enabled to sell it effectively. PMMs can leverage release timelines to craft a market-ready roadmap based on the GTM strategy.  Here are some ways in which a market-ready roadmap may differ from a product one: Bundled releases that deliver greater customer value, when most relevant (i.e. factoring in seasonality) ...Read More

The roadmap deck should be created by PM and PMM. Ultimately PM will have the best understanding of the upcoming features with dates of releases, but PMM is responsible for ensuring that the messaging and benefits are clear in the roadmap deck (you don’t want just a punch list of features).  Once the features are clear, we also include a talk track for Sales/Success teams so they are comfortable presenting the information. The flow of the roadmap deck starts with current features that have been ...Read More

I don’t think the question is whether PMM creates a roadmap deck, but how that roadmap shows up in real customer conversations. In practice, the roadmap itself matters far less than how confident sales and success feel talking about it. Yes, product marketing usually creates a customer-facing roadmap view, but I’m careful not to treat it as a static asset that just gets handed over. The goal isn’t to show everything that’s coming, or to lock teams into dates. It’s to help teams tell a clear, cre ...Read More