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Influencing the Product Roadmap

What are some best practices you recommend for bringing brand creative and product design teams together in a collaborative setting?

2 Answers

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • December 14

Okay, this is a fun one, so I'm going to start here. As a former UI designer (at Pixo and Tellme Networks**), this is probably the most fun you'll have in product marketing. You're bringing together three functions that thrive on different kinds of creativity. Words, emotion, and structural desig......Read More

661 Views

Our product team ships feature updates incrementally, how would you decide the scope of each of the feature changes? Do you market each of the feature updates as when they come out, or group them together? Thank you!

4 Answers

Mark Assini

Jobber Product Marketing Manager • February 1

When determining if certain features should get more market focus or attention, I typically ask a couple of questions: 1. Does this update include changes that you are legally obligated to inform your customer about (e.g. terms of service or privacy policy changes) 2. Is this update a qual......Read More

265 Views

Do you have high-level educational resources on developing your relationship with PMs?

1 Answer

Vishal Naik

Google Product Marketing Lead • December 6

A great business resource on developing XFN relationships is the book "Five Dysnfunctions of a Team" by Patrick Lencioni. Its an easy read and its scalable to all relationship building in your organization. If you can establish trust, you can have conversations and meetings with productive confli......Read More

377 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

4 Answers

Alina Fu

Microsoft Head of Marketing for Viva Goals and Learning (Director) • November 30

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More

548 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

12 Answers

Sharadhi (Gadagkar) Patel

Hopin Director, Product and Solutions Marketing • June 1

This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More

3623 Views

What are the core hard skillsets a PMM needs to develop to be an effective full-stack marketer?

2 Answers

Victoria Chernova

Gong Director, Product Marketing • September 21

A full stack PMM requires the perfect mix of “left brain / right brain.” But there’s a reason why “whole brain” isn’t as popular of a cliché. I believe that anyone can build on their existing skills to succeed as a full stack PMM—whether that’s a data-driven person developing their creative/story......Read More

1140 Views

What does your product marketing team org structure look like?

Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?

11 Answers

Kristen Ribero

Handshake Senior Director of Corporate Marketing • July 18

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

1866 Views

What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.

5 Answers

Nina Seth

Blue Yonder Product Marketing Director • July 13

It takes a great relationship between sales and marketing to systematically contact customers. In my experience at small companies, you can much more easily contact customers without sales being the gate-keeper. With easier access to customer lists, you can set goals for customer calls (feedback ......Read More

469 Views

What criteria is evaluated before determining if a request or idea is submitted to product? When it is submitted, what is the prioritization process?

3 Answers

Mary Jane Han

Roofstock Product Marketing Director • February 2

Before putting together any idea, know what the overall business priorities are and what specific goals and KPI’s the company aims to deliver. The stronger you tie your idea to those outcomes, the more likely they will be prioritized. Every company has a different process for prioritizing, but th......Read More

599 Views

How do you hold the product team accountable for delivering on the product roadmap?

5 Answers

April Rassa

Cohere Product Marketing • April 2

Build strong relationships with your product team. The product plan presents strategic goals and initiatives spanning a long timeframe. The release plan tracks specific phases of work that lead to the deployment of functionality or a major launch. This is usually much shorter than the product pla......Read More

808 Views