What are mistakes product marketers make when trying to influence the roadmap that end up damaging their relationship with product managers?
11 Answers
Conveyor Head of Marketing • 4y
The big one is thinking they are smarter or better equiped to make roadmap decsions than the product team. Don't do that. Don't make it your crusade to get something on t...
1145 Views
Meta Product Marketing Lead, Facebook Monetization • 4y
Two mistakes I've seen are: (1) Not getting on the same page as to the goals for the product. If you don't have a shared undersatnding with your PM / your product team as...
1263 Views
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Wiz Group Product Marketing Manager - (CIAM / API Products) • 5y
With so much at stake, a lot can go wrong when trying to influence the product roadmap. When tensions run high, PMMs might risk their most important relationship by: No...
1941 Views
BenchSci VP of Marketing • 4y
A wise mentor once told me, there is a very big difference between being respected and being liked. You don't need your PM to like you, you need them to respect you. Wit...
1236 Views
Highspot Vice President Product Marketing • 4y
Not knowing the product: I've known PMMs who had never...used...the product. For real. This is job #1 - get familiar with the product, build and do demos with customer...
628 Views
Howl VP of Product Marketing | Formerly Google • 3y
Product Marketers should be user/customer-centric, insights-driven, and data-driven. Understanding what users/customers need with breadth (at scale, representative of you...
1269 Views
Upstart Product Marketing Director, New Products • 3y
It’s so important to understand the lift of the project you’re petitioning to add to the roadmap when approaching the team. If you’re not sure, speak with the stakeholder...
545 Views
With any cross-functional relationship, you want to provide value. The biggest mistake PMMs make is not bringing value but asking for a seat at the table. You own the mar...
397 Views
Vanta Director of Product Marketing | Formerly Snowflake, Splunk, VMware, Sigma Computing • 2y
Not backing up their roadmap thoughts with industry info or customer'/prospect data...instead just relying on "gut feel". Also not knowing when to back off and let things...
641 Views
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 3y
First - Not knowing the product. It doesn’t matter how many customers you talk to, how many insights you can glean from user analytics, or how many sales deals you can u...
329 Views
Change.org Director of Product Management • 4y
The biggest mistakes to avoid when influencing the product roadmap: Being too prescriptive with the idea/solution, rather than presenting the problem space and enlisting...
753 Views
Related Questions
How to tackle a situation where Product Managers can often wary when hearing that Product Marketers want to "influence the product roadmap"?What definitely doesn't work when it comes to influencing the roadmap?What role does product roadmap and marketing strategy have on guiding that a product / company rebranding process?What are some ways you can influence the roadmap as a product marketer when working with a strong-willed and difficult to work with product manager?How do you deal with product managers who don't think marketing provides value or isn't technical?What are the main channels product marketing can use to influence roadmap?