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9 Answers

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 26
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 to what you are building and who you are buidling for you are likely going to provide insights that miss the mark. More hurtf......Read More
768 Views

Marcus Andrews
Pendo.io Sr. Director of Product Marketing • December 15
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 the roadmap. You have to give your Product team the space to make the right calls. If you don't trust them why will they trust y......Read More
572 Views

Marissa Hastings
Codecademy Group Product Marketing Manager • June 21
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 your product, design, and eng partners to help you arrive at the best solution * Pushing too far with an opinion (fa......Read More
401 Views

Jane Reynolds
OkCupid Director of Product Marketing • March 22
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 stakeholders beforehand. When I first began my career in product marketing, many product features I thought would be a relatively low lift......Read More
401 Views

Shezana Manji
BenchSci VP of Marketing • October 12
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. With that being said, remember that as a PMM you're a strategic partner to the product management team. PMs are ultimately respon......Read More
487 Views

Swaroop Sham
Wiz Group Product Marketing Manager - (CIAM / API Products) • April 29
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: Not providing Sufficient Quantitative and Qualitative data. Most PMs are data-informed and driven. Insufficient quantitative and q......Read More
645 Views

Liz Tassey (she/her)
Blueocean.ai VP of Marketing • July 8
1. 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 customers, spend time with the product managers understanding the roadmap, what's been the history, what is the vision for......Read More
355 Views

Valerie Angelkos
Howl VP of Product Marketing • May 24
Product Marketers should be user/customer-centric, insights-driven, and data-driven. Understanding what users/customers need with breadth (at scale, representative of your target audience) and depth (deep insights of your users in each of these segments), where the market is heading, and how your......Read More
477 Views

Sahil Sethi
BetterUp Senior Vice President, Product Marketing • October 26
1. 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 unlock with your ideas- you will never have credibility with PMs if you don’t use the product. My advice to all P......Read More
277 Views
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Related Questions
How do you know when you have enough solid information to put forward a product suggestion?What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research. What’s your approach when you join a new company? What strategies have been working best, and what would you recommend not to try?When joining a new team, is it better to have the right soft skills and have to learn the hard skills of the job or vice versa? How does your team establish and standardize researching audience/segment needs and how do you then leverage your findings systematically to influence the product roadmap?