What is typically the timeline that you’re committing to for influencing the product roadmap for launches versus exploration?

This should be a continuous exercise with time investment dependent on the where the biggest issues are. When it come to net new product launches, those that expand TAM, its worth spending tons of time on the roadmap. When the launch is around bug fixes and what is really CSAT, its probably not as worthwhile.

Most significant product launches are time-bound. Key factors can vary from:

• The typical match with a product's Beta or GA launch

• Size and impact of the launch: priority, secondary, or tertiary

• Being part of a broader PR or company strategy, like an announcement at a large event or conference

• Providing an update at a Board meeting or top analyst briefing, or

• Even meeting a key customer's expectation.

They have a timeline, key steps across channels, internal and external go-live, and success measurement with a feedback loop.

On the other hand, product exploration should be ongoing. Gathering insights can be done through:

• Following competitive moves via LinkedIn posts, website updates, or PR

• Identifying customer pain points through routine interactions and QBRs

• Listening to and participating in Sales and Customer Success pipeline calls and

• Tracking industry news via key publications, regulatory bodies, and influencers

A product marketing launch timeline involves committing to a key internal or external event, usually in partnership with the Product team. Product exploration should be part of a daily routine as a product marketer, as well as weekly check-ins with your PM partners.