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4 Answers

Brianne Shally
Nextdoor Head of Product Marketing • January 11
There are various inputs into the product roadmap that Product Marketing can provide, beyond data and customer anecdotes. Where Product Marketing can be most valuable is in connecting the dots across the various insights to share a point of view and answer the question 'why this matters'. For ins......Read More
618 Views

Vishal Naik
Google Product Marketing Lead • December 6
If you dont have data or customer anecdotes, I'm not sure you should be driving roadmap. Influencing roadmap is an earned outcome and not something to just "do" for the sake of checking a box. Think of the roadmap as a business mechanism, and do you have enough to convince stakeholders that the d......Read More
430 Views

Anna Wiggins
Bluevine Sr. Director Product Marketing, Insights, Copy & Content • August 11
I’m going to assume that by data you mean customer research. In general, it’s difficult to drive a roadmap or any type of strategy without insights. However you don’t always have to do formal research to understand your customers and to make recommendations advocating for their needs. Some areas......Read More
637 Views

Jessica Webb Kennedy
Tailscale Head Of Marketing • December 8
It can be tough to get access to data sometimes depending on how your org or team is setup. Maybe you are small and don't have people dedicated to digging into this, maybe team siloes create too much process or your industry is highly regulated. If that is the case I'd encourage you to go out and......Read More
638 Views
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Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • June 30
If it's something that's truly needed, you will see many customers asking for the same thing. You can validate this by speaking to other customers or running a survey to assess business needs. Sometimes when you dig a bit deeper, you discover that they have a pain point that could be solved a com......Read More
724 Views
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Brianne Shally
Nextdoor Head of Product Marketing • January 12
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to inv......Read More
912 Views
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Matt Hodges
Atlassian Head of Marketing, Confluence • December 13
1. Seek first to understand before being understood 2. Focus on identifying where you can deliver the most impact in the short-term 3. Invest in establishing relationships with your closet stakeholders to aid in building trust over time 4. Set clear expectations with your manager on what ......Read More
676 Views
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Laura Jones
Instacart Chief Marketing Officer • December 8
I start by developing a Go-To-Market strategy that identifies the business objective of the launch campaign and articulates the in-focus audience. Once I know what I need to accomplish and who I'm talking to, then I can think about the best channels to land that message. The channels should be......Read More
4367 Views
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Gregg Miller
Oyster® VP of Product Marketing • February 11
It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a P......Read More
1479 Views
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Jeffrey Vocell
VP of Product Marketing • July 21
Great question. Building relationships with Product is paramount to our success. I think this comes down to a few things... 1. Establish a personal relationship with your product stakeholders. Get to know them and what drives them (beyond just work). I had one PM I used to work with who......Read More
341 Views
Related Questions
How do you define between a customer(s) want or request and a feature that is actually needed?In what ways can product marketing share the roadmap externally? What’s your approach when you join a new company? What strategies have been working best, and what would you recommend not to try?How do you identify and prioritize the channels for a launch campaign? How do you establish credibility with product management when you are new to the product marketing team?How do you build great working relationship/s with your PM/s and other product stakeholders?