👋 Abhiroop Basu (he/him/his)
Group Product Manager at Zendesk

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 what problems it would solve. It's the Product Marketers job to make the connection between the feature and its real world benefits.


Second, you want to provide a holistic roadmap that tells a unified story. So, it makes much more sense to have a Product Marketer understand the different features that are coming and weave it into a narrative that is relevant for the different segments or verticals you are targeting. Even if a Product Manager is able to describe the benefits of a feature, it’s unlikely they have the time to look across all the other products and weave them together.

So, Product Marketing should create a roadmap that sells the benefits and tells a clear story to the customer. Sales and Success can then take this and present it to the customer as part of their regular meetings.

Monty Wolper
Senior Director of Product Marketing at Vimeo
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 th...more
Calvina Cheng
Head of Product Marketing at Zeplin
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).  Onc...more
Anna Wiggins
Sr. Director Product Marketing at BlueVine
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 reall...more