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How do product marketers lead a product launch when roadmaps and priorities are constantly changing?
There is a lack of alignment at my company and our teams act in silos. Consequently, my roadmap and goals seem to change on a weekly if not bi-weekly basis because marketing keeps getting pulled in different directions. There needs to be some sort of roadmap and role that aligns sales with product, but I'm not sure if that should come from product marketing or not. I want to initiate this conversation, but I don't know if it's overstepping my role or not. Advice here?
6 Answers
Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16
There are 2 major questions here - one has to do with priorities changing (e.g. no strategy) and the other is indirectly about out of control roadmap timelines - I'll answer both below!  Priorities changing Major Roadmap and priority changes are often a symptom of a weak strategy. It’s comm......Read More
2136 Views
Monty Wolper
Monty Wolper
Vimeo Head of Product Marketing & Customer InsightsFebruary 15
While the impact of shifts in company strategy and product roadmaps can materialize in similar ways day-to-day, the altitude at which they need to be addressed differs. In both cases, however, you’ll need to understand what’s at the root of the change. Most companies I’ve worked at set long-term ......Read More
422 Views
Marissa Hastings
Marissa Hastings
Codecademy Group Product Marketing ManagerJune 22
I think PMM is the perfect function to initiate this because you sit at the intersection of both teams. What my team usually does is work with Product to inform the product roadmap, then once that is settled (or in parallel) we develop a product marketing roadmap for the quarter which includes al......Read More
309 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadDecember 6
My advice on this one is that there's no real overstepping of your role--as long as you're respectful of others (both people and functions) and act in the interest of the company. If you're doing both of those things, then act like an owner and do what you think is necessary to help the business ......Read More
294 Views
April Rassa
April Rassa
Cohere Product MarketingApril 2
As the CMO of the product, product marketing should take the lead and make sure the teams are aligned. This may require you to set up a meeting with Product Management (and perhaps other leaders across the busienss) to discuss the shifting priorities and align on a path forward. Map out the impac......Read More
698 Views
Savita Kini
Savita Kini
Cisco Director of Product Management, Speech and Video AIMarch 11
This is a good question and I have seen this especially happen when the market analysis, customer problem identification and prioritization is not done correctly. Product launch won't be successful because how will you know if you have messaged and positioned the product correctly - aka solving t......Read More
616 Views
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch StrategyJanuary 12
The goal of most B2B launches is revenue--but there are many other KPIs you can track besides how much revenue you've generated!  Customer KPIs: These KPIs all tell me how much my launch resonates with my target customer. Pipe generation; lead generation/form fills on any key launch assets like ......Read More
8915 Views
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Sherry Wu
Sherry Wu
Gong Director of Product MarketingJuly 19
I've worked at Series B startups all the way up to F500 companies. The theory behind product launches is the same - you want to align your launch to business goals. But, the HOW (the tactics and resources) and the WHO (the team) behind executing a product launch are really where there are diff......Read More
1368 Views