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Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
Stakeholder Management
Influencing the Product Roadmap
5 Answers
Lauren Culbertson
LoopVOC Co-founder & CEO • October 1
As product marketers, we can move from "tactical roadmap executers" to "strategic roadmap influencers" by leveraging the most important role we have: acting as the voice of the customer. It is our job to stay deeply in tune with what customers and prospects need, how our existing solutions meet t......Read More
804 Views
11 Answers
Swaroop Sham
Wiz Group Product Marketing Manager - (CIAM / API Products) • April 29
With so much at stake, a lot can go wrong when trying to influence the product roadmap. When tensions run high, PMMs might risk their most important relationship by: Not providing Sufficient Quantitative and Qualitative data. Most PMs are data-informed and driven. Insufficient quantitative and q......Read More
1239 Views
11 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • February 11
In an ideal world product and product marketing should be embedded in one another’s efforts from start to finish (see my other response on “customer needs” and getting PMM further upstream). In this world product marketing has played an active role in helping set the vision for the feature, doing......Read More
1645 Views
3 Answers
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • November 3
Although the level of involvement a PMM should have on the product roadmap can vary widely (sales led or product led, is the a growth pm, how is PMM function structured at the company etc.), if there’s a PMM working there they should get a seat at the table at least. If the product team has neve......Read More
220 Views
2 Answers
Victoria Chernova
OpenAI Product Marketing • September 21
Building on an earlier question, for a longer term roadmap (6-12 months out), I would get ahead of product’s planning process. One way PMM has been able to add value at Gong is by conducting market research ahead of half-yearly and annual planning. For shorter term influence, I would work in l......Read More
1095 Views
4 Answers
In enterprise software, you can usually let the product and engineering team push new features when they are ready, as long as sales training is coming soon. Adoption of new features tends to be slower in enterprise software, particularly if using those new features depends on getting through a s......Read More
1139 Views
What kinds of market research do you do to help shape the roadmap? And more tactically, what format do you share your analysis?
I'm tasked with doing market research -- voice of the customer, competitive intelligence, and doing internal interviews -- to segment a new market and define which building blocks we need and in what order to unlock this new market by different segments.
3 Answers
Sophia (Fox) Le
Glassdoor Director, Product Marketing • May 10
* Quantitative and qualitative market research. Working with expert market research partners will help you get to solid customer segmentation, customer journey mapping, competitive landscape analysis, market trends, and market sizing, TAM. This can be costly, but always worth it! * Qu......Read More
871 Views
1 Answer
Elizabeth Grossenbacher
Cisco Product Marketing Leader • January 18
Any time I’ve influenced the product roadmap, it was a direct result of a customer-centric research initiative. Here are two examples of this: 1. Focus Groups! After dozens of Voice of Customer interviews, I put together a face-to-face focus group. The event coincided with a key industry ev......Read More
753 Views
19 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1177 Views
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
7 Answers
Emily Ritter
Front VP of Marketing • August 6
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1768 Views