Sharebird
Sign Up / Sign In

Who should lead the creation of Customer Advisory Board? PMM with PM and CS or PM and CS with the advisory of PMM?

Answer
4 Answers
Influencing the Product Roadmap
  1. Sangita Sarkar
    Sangita Sarkar

    Immutable Head Of Marketing • 6y

    Every organization will structure this differently. I've seen most success when PM and CS take the lead with the advisory of the PMM. Due to the sheer technical aspects of most issues, the majority of issues can be quickly addressed and foreseen with PMs taking the lead; however, it is critical for the PMM to be involved in preventing or mitigating consumer sentiment with adverse effects on product in the long haul.

    1,857 Views
  2. Matt Hodges
    Matt Hodges

    Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 3y

    I don't think there's a hard and fast rule here, so I'd start by asking what you want from a Customer Advisory Board and what types of customers you'd want to participate. In my experience, specifically at Intercom, the creation of the CAB was owned by Sales & Success since they owned the relationships with the customers we wanted to participate. The goal at the time was to help us shape our "enterprise" roadmap.

    804 Views
  3. Vishal Naik
    Vishal Naik

    Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y

    As a PMM, I tend to view the RACI as PMM being responsible/accountable and CS being considered and PM being informed/potentially considered.  But it depends on your org and how you're structured. The reason I say PMM is because I think the value of an advisory board is to help understand new trends, forecast the future, and help guide the product. So its about the intersection of the product and the market.  CS teams could also lead and advisory board as well. I think the best solution on who sh ...Read More

    779 Views
  4. Elizabeth Grossenbacher
    Elizabeth Grossenbacher

    Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 3y

    Anyone can lead a Customer Advisory Board (CAB). But when you put together the goals of the CAB, you’ll see that it’s more efficient for it to sit under PMM. Here are two main reasons for this: It’s part of our job. 😉 PMMs are uniquley positioned to lead the CAB because we already aim to inform the product roadmap, create the GTM strategy, and influence the way we do business. We acheve these by delivering market and customer insights, which fits so naturally with a CAB. PMMs are trained to unde ...Read More

    1,477 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Madison Kiani

Etsy Director of Seller Product Marketing , Madison Kiani on Influencing the Product Roadmap

January 14 @ 10:00AM PT

View Answers
Ani Sapru

Gem Head of Product Marketing, Content, and Website, Ani Sapru on Influencing the Product Roadmap

November 13, 2025 @ 12:00PM PT

View Answers
Stephen Baloglu

Adobe Director of Product Marketing, Stephen Baloglu on Influencing the Product Roadmap

November 13, 2025 @ 11:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors