What are some effective methods for a PMM to have their research influence the product roadmap?

An effective way for a Product Marketing Manager (PMM) to influence the product roadmap is by presenting data-driven insights that align with strategic business goals. Some examples:

1. Customer Feedback Integration: A PMM can collect and analyze customer feedback to identify common pain points. By presenting this data to the product team, the PMM can advocate for feature enhancements or new product development that directly addresses customer needs. For example, if multiple customers request a specific integration, showing this demand can prioritize it on the roadmap.

2. Market Trend Analysis: By conducting thorough market research and identifying emerging trends, a PMM can help the product team anticipate market needs. For instance, if research indicates a growing demand for mobile-first solutions, the PMM can support this with competitive analysis and user behavior data, encouraging the product team to prioritize mobile app development.

3. Competitive Analysis: A PMM can provide detailed competitive analysis to highlight gaps or opportunities in the current product offering. For example, if competitors are gaining market share due to a specific feature they offer, the PMM can use this data to push for similar functionality in the product roadmap, ensuring the product remains competitive.

Leadership sets the tone. It would be less impactful (and therefore discouraging) for an IC PMM to try and influence the product roadmap independently without visibility or buy-in from the Head of PMM and PM.

As qualitative as this answer might be, it's all about expectation management followed by stakeholder alignment moreso than the research quality itself. The PM team, starting at the top with Head of PM, needs to acknowledge and address with all PMs that research by PMM becomes one of the critical components that feed into roadmap decision making. Without this, the PMM's work will not get consumed.

Now, when it comes to effective methods to come up with influential research: Nothing trumps customer feedback. Who is your ICP, and can you frame and collect relevant input from a customer that fits ICP criteria? That becomes research the PM team cannot ignore.

Beyond the primary source of customer feedback, other secondary sources include:

• Market / category data

• Analyst relations

• Partners

• Internal stakeholder