What role should a customer advisory board have in influencing your product roadmap, and why?
Product marketing owns the customer advisory board but product management owns the roadmap.
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 6y
CABs are great. Customer advisory boards have several common objectives in mind, including:- To create champions for the brand- To validate product ideas and guide the pr...
2112 Views
A customer advisory board can be a great way to capture high level roadmap feedback from your most important customers. But to my mind, it's main value lies elsewhere: in...
1528 Views
Upcoming Event
Mastering Market Research
Splunk
Jellyfish VP of Product Marketing • 3y
A customer advisory board should be an imyportant source of validation of product vision and roadmap, but not the only one. The best customer advisory boards have a good ...
893 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
IMO, your roadmap needs to be representative of your company vision. And practically, your company's growth opportunities would come from customer expansion and new deals...
1415 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 4y
Customer advisory boards are great ways to bring product, leadership, and your customers face-to-face to really help everyone understand if what is being built will reall...
853 Views
Sprout Social Manager, Product Marketing • 6y
It's best practice to create CABs with one specific business focus – and that focus could very much be to help inform your product strategy. The weight that member feedb...
817 Views
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
You’re describing a common situation. Customer advisory boards (CABs) represent an important channel for bringing VOC into your organization, not just for immediate produ...
1139 Views
Related Questions
One challenge we have is actually getting dedicated research time scheduled in with our clients - account managers own the relationship and have other priorities when getting clients on a call. How do you overcome this barrier to make sure product marketers are able to ask the questions they need to learn from clients?Will this session ("Influencing the Product Roadmap") apply to "products" that are not revenue-generating, i.e. a public education campaign to raise awareness? Whats an example of a time you successfully influenced the roadmap w/ a net new product idea? What worked well? What recommendations do you have for influencing the roadmap early?Who should lead the creation of Customer Advisory Board? PMM with PM and CS or PM and CS with the advisory of PMM? What are the main channels product marketing can use to influence roadmap?