What tools should Product Marketing use to relay customer feedback to Product management?

Great question and I would be very curious to hear how other companies do this! I mentioned in an earlier question that Square is very collaborative, and that means there is a mix of formal, and informal, ways in which we deliver customer feedback.  Formal research / customer feedback studies:  PMM often captures customer feedback through conducting surveys, commissioning external research, listening to calls from Sales or Account Management/Customer Success, analyzing dashboards, or conducting ...Read More

As a rule, I like to work with existing tools the Product team uses to avoid adding overhead to their day. To communicate and collaborate we use the usual suspects: Slack, Notion, Asana, Google Slides, and live meetings. However a big focus for me was to establish a Research Hub - a centralized and searchable repository for customer insights so that PMs and Marketers could quickly make decisions because they had easy access to this information. Today this lives on Notion, but I could see us movi ...Read More

Most of the tools we use in product marketing are focused on collecting and analyzing the insights (customer feedback or otherwise) we need to use to define our strategy and inform our cross-functional teams, but not actually relaying it to Product Management. So this part of the process for us ends up being a lot of slideware, emails, Slack messages or one-on-one meetings (shameless plug here for my company, Lattice, which helps me manage and track all of my one-on-one conversation agendas with ...Read More

Product Marketing can use various tools and strategies to communicate customer feedback to Product Management effectively. The most effective tools and practices ensure clear, actionable communication and promote collaboration. Here are some recommendations:  Centralized Collaboration Platforms - Confluence or Notion: These platforms are ideal for structured feedback, insights, and context documentation. They help organize customer stories, pain points, and opportunities into categories for easi ...Read More