Carrie Zhang
Product Lead (fmr Head of Product Marketing) at Square

Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams:

  • Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses
  • Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surprised how much you can learn from them
  • Comb through social media (Facebook, Twitter), our own Seller Community forum and syntheszie customer feedback
  • Conduct qualitative and quantitative customer research

When you've done all this work, you have a wealth of fact-based customer insights that nobody can ignore.

Caroline Walthall
Director of Product Marketing at Quizlet | Formerly Udemy
It’s almost a cliche, but a really well-made slide deck can go a long way. Gather insights from all parts of the organization (sales, user operations, customer success, marketing) and from users themselves and distill them into a well-made deck that outlines your segments and target markets and i...more
Devang Sachdev
Vice President of Marketing at Snorkel AI
Product teams can get myopic with mandate from leadership or long term vision. But this is exactly where product marketing can be an excellent value partner to their product peer. Timeline focus assumes at features selected and priorities are spot on and set in stone. But that is often not the ca...more
Katherine Kelly
Head of Product Marketing at Benchling | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce
This feels like an executive level misalignment of goals. I don't know the specifics in your company but if product management / product leadership is being measured by how well they hit their timelines, then that will trickle down to their teams and be what those teams focus on. This is probably...more
Gregg Miller
VP of Product Marketing at Oyster®
My guess is your product team might benefit from PMM partnership earlier on in the product development process. However, that’s easier said than done! In order to move from downstream value addition (what’s the timeline of something that’s supposed to launch, what comms are we developing for the ...more