Influencing the Product Roadmap

5 Answers
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 30
Set super clear research goals whenever you talk to customers or conduct a research study. As part of those goals, explain what the physical output of the research will be and articulate next actions the team should be able to take.  Examples might be something like "create a customer journey ......Read More
1152 Views
3 Answers
Sangita Sarkar
Sangita Sarkar
Immutable Head Of MarketingNovember 12
As a representative of the consumer voice and market demand, PMMs' involvement in product development from the early stages is critical to success. More specifically, Product Marketers can make themselves an invaluable stakeholder to the process by 1. Conducting and synthesizing early market res......Read More
1805 Views
5 Answers
Lauren Culbertson
Lauren Culbertson
LoopVOC Co-founder & CEOOctober 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
808 Views
11 Answers
Swaroop Sham
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
1327 Views
11 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandFebruary 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
1748 Views
3 Answers
Talya Heller G.
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMONovember 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
Victoria Chernova
OpenAI Product MarketingSeptember 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
1189 Views
4 Answers
Robin Pam
Robin Pam
Stripe Product Marketing LeadFebruary 25
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
1215 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
Sophia (Fox) Le
Glassdoor Director, Product MarketingMay 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
957 Views
1 Answer
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 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
843 Views