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?
Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 6y
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 ans...
3120 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 6y
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 (a...
827 Views
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The New York Times Vice President, Head of Product Marketing • 4y
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. I...
739 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
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...
382 Views
Cisco Director of Product Management, Speech and Video AI • 7y
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...
676 Views
Change.org Director of Product Management • 4y
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 produ...
420 Views
Related Questions
What is the role split between product marketing and brand marketing/other marketing functions in product launches?What specific areas of roadmap influence do you think product marketing can help the most with?How do you recommend Product Marketing get looped into conversations earlier to help influence the roadmap, instead of being notified after it's already in development or released and ready for Go-to-Market?What role does product roadmap and marketing strategy have on guiding that a product / company rebranding process?At what stage of product roadmap planning and execution should you step in as a product marketer?What are the roles that PMM play during a launch at your organization?