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4 Answers
Raman Kalyan
Microsoft Director of Product Marketing, Microsoft 365 Security • December 1
A successful product roadmap is one that is developed in partnership between engineering and product marketing. This allows you to both identify the trends/opportunities that will help you to grow your business and an understanding of how to speak to the value once it is delivered. Product market......Read More
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Brianne Shally
Nextdoor Head of Product Marketing • January 11
Product Marketing should closely partner with product and other cross functional teams (Eng, Finance, etc.) to inform and develop the product roadmap, including: * Insights: Provide key insights and synthesis from competitive intelligence, market trends, analyst insights, customer and Sales......Read More
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Vishal Naik
Google Product Marketing Lead • December 6
IMO PM creates products and PMM maps the product to the user. So I think the ideal role for PMM in shaping roadmap is to thoughtfully validate and critique the roadmap that Product creates based on your knowledge of the 1) user 2) product 3) market; with the ability to (aka having done enough hom......Read More
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Pulkit Agrawal
Chameleon Co-founder & CEO • July 4
This question is already answered here, so check that out: https://sharebird.com/what-do-you-think-the-ideal-role-of-a-product-marketing-manager-should-be-in-roadmap-planning People's responses vary based on their definition of Product Marketing at their company or in their experience. It's a ......Read More
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Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • June 30
Persistence? :) That's a tough one and something that I've experienced many times in my career. I've always approached that as a challenge that I strongly desire to overcome. Similar to a question I answered above, I always start by building a great working relationship with Product by clearly sh......Read More
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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
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Matt Hodges
Atlassian Head of Marketing, Confluence • December 14
This all depends on both your pricing and company strategy, which together determine to what degree revenue opportunity should be weighted when making roadmap decisions. Are you currently focused on optimizing for usage, growth, or revenue? Only you can answer that. In my experience, instead o......Read More
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Laura Jones
Instacart Chief Marketing Officer • December 8
As you establish a relationship with your Product Manager, it is important to align on expectations. You should understand their needs and pain points and share with them your vision for how PMM can add value to the team. From there, it is often helpful to draft a set of goals that reflect the ou......Read More
3022 Views
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Gregg Miller
Oyster® VP of Product Marketing • February 11
In a prior role (B2B) the team found it helpful to set expectations with customers on what communication to expect from us. Product hosted a quarterly roadmap review where they would share the big boulders they were planning on shipping in the next 6-9 months with *rough* quarterly estimates on t......Read More
917 Views
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Jeffrey Vocell
VP of Product Marketing • July 21
This can be a huge challenge, and I certainly feel for you. Overall, I think it comes down to open and transparent communication between Product and Product Marketing, and the organization at large. Overall, I think there are a few things you can do to get ahead of this: 1. Transparent Roadm......Read More
517 Views
Related Questions
How do you deal with product managers who don't think marketing provides value or isn't technical?What are some tips for helping drive product roadmap as a product marketer if you don't have data or customer anecdotes at your disposal?How does your customers' (or the market) willingness to pay influence your product roadmap? What are some ways product marketing can prove their value to product management?Have you found a good framework to communicate your product roadmap to customers?How do you manage launches when the product team has a difficult time sticking to timelines?