Influencing the Product Roadmap
SolarWinds Director of Product Marketing | Formerly Veracode, Atlassian, Amplitude • 7y
I was lucky at the beginning of my PMM career, because I got into a pretty solid group that understood exactly what PMM did and didn't do. But I think my advice to peopl...
1435 Views
Have you been using AI notetakers with specific prompts to analyze sales calls? I'm looking to gather customer insights and identify trends that can inform our product and go-to-market strategy. If you have, I'd love to hear about your process and the tools you're using.
I'm exploring FathomAI for summarizing sales calls (they have some cool templates!), but I'm wondering how to efficiently analyze those summaries for trends and insights. Ideally, I'd like to use AI to review the summaries weekly and highlight key takeaways.
Are you using this approach or a similar one? I'm open to other processes for collecting insights from sales calls and would love to hear what's working for you.
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • May 19
I actually use Glean to analyze sales calls. Glean connects to Gong and extract insights from there. Sales calls is only a subset of insights that feed into our overall r...
737 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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.
...
1852 Views
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 4y
Great question! A lot of collaboration can come from shared KPIs, so it's great to align where possible. I'll divide this into two groups, on-going and launches.
On-goin...
877 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
MarketingStat - Survey insights. Your value Chief Analytics Officer • 4y
The industry sector you deal with may lead to different suggestions. In general, however, “product research” may suggest you are working on a new product launch or re-sta...
392 Views
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 2y
Having clarity and focus is key - I like to think of 100 days of discovery as a start.100 day discovery questions - PMM assessment - Ask the questions that will guide you...
654 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
In the last couple of companies, what I've done is create a slide that shows the academic definition and jobs to be done in product marketing: research, positioning/messa...
1203 Views
Operative VP of Product Marketing & GTM • 4mo
I’ve found product marketing influences roadmap in two main ways: bringing real signal, and earning the right to be heard.On the signal side, the best channel is showing ...
211 Views
Writer Head of Solutions Marketing • 11mo
I love this question, bc you nailed it! Partner with sales and success to present the roadmap. I've worked with product to create a roadmap deck. In one organization, we ...
12058 Views
Okta Director, Product Marketing • 6mo
Nothing beats actually talking to customers.You can have all the dashboards and surveys in the world, but there’s no substitute for getting out in the field and hearing f...
1323 Views
Atlassian Head of Product Marketing, Bitbucket • 1y
Anything has the potential to influence the roadmap, but I’ll answer a slightly different question: What typically doesn’t work when it comes to influencing the roadmap.A...
2065 Views
KiwiQ.AI Head of Marketing & GTM • 1y
Most significant product launches are time-bound. Key factors can vary from:
The typical match with a product's Beta or GA launch
Size and impact of the launch: priorit...
959 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?
Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y
As a part of the CPO's org, what other roles (besides PMM) do you have on the PMM team and how do you interact with Marketing?
2130 Views
Etsy Director of Seller Product Marketing • 4mo
Definitely! Influencing the product roadmap is really about helping teams make better decisions and tradeoffs on behalf of your customers’ problems and needs, not just ab...
640 Views
Etsy Director of Seller Product Marketing • 4mo
Such a great question! It can feel like a lot of pressure to be new at a company and bring immediate value. When you’re new, influence comes less from having answers and ...
472 Views
Shopify Senior Product Marketing Lead • 1y
A strong research program should include both qualitative and quantitative data. And if you're strapped for time and resources, which we often are, the best place to star...
899 Views
Etsy Director of Seller Product Marketing • 4mo
This can be a tricky balance, but an important one! I would start with the customer problem before jumping into any recommended solutions. Strong recommendations clearly ...
875 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 6mo
All. The.Time! Of course, you should align with product planning cycles, but if PMM is meant to be a voice of the customer for the product team, then that voice should be...
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175 Views
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
OpenAI Product Marketing • 4y
In terms of roadmap, one area where I've seen PMM historically drive a ton of value is through market and competitive insights. By bringing insights from the market, comp...
454 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
I regularly use Gemini in Gmail for daily communication and have various AI tools for different purposes.I use Gemini extensively, particularly in Gmail for helping me wr...
410 Views
Iterable Head of Product Marketing • 6mo
My turning points have always come when I was asked to step up into roles where I initially felt unqualified but had to trust my excitement over my self-doubt.Every major...
395 Views
Iterable Head of Product Marketing • 6mo
Evaluate competitive features against your strategic priorities rather than reflexively responding to every competitor move.When advocating for features that competitors ...
384 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 6mo
Our roadmap typically extends about a year out, with confidence levels decreasing the further into the future we look.We do fiscal year planning, and the confidence level...
368 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
Stay on top of market trends and establish a systematic process for gathering customer feedback.First, use AI tools to stay informed about what competitors are doing and ...
407 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 6mo
A key lesson I learned at Visa was the importance of deeply immersing yourself in your audience's world to build credibility when influencing the roadmap.Understanding yo...
359 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 6mo
At Bill, we have a multi-layered sync structure with product management that serves different strategic purposes.We have quarterly syncs focused on planning and strategy,...
393 Views
Iterable Head of Product Marketing • 6mo
The most effective way to present customer feedback is to analyze it across multiple dimensions and provide strategic insights rather than just raw data.I actively engage...
368 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
I successfully influenced a major roadmap decision by advocating for a NetSuite integration that product was reluctant to prioritize due to its complexity.At a previous s...
393 Views
Iterable Head of Product Marketing • 6mo
Earning roadmap influence means being seen as someone whose specific lived experience contributes something unique that cannot be obtained from any other source.It's abou...
405 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
To measure product marketing success beyond vanity metrics, I focus on tracking the impact of our initiatives on product adoption and revenue generation.At one of my prev...
395 Views
Confluent Vice President, Product Marketing • 6mo
In my opinion, Product Marketing primarily is a GTM function. It is critical for PMMs to be deeper (than average) on products and audience, but this knowledge is to be us...
703 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
When influencing technical roadmaps without deep technical expertise, focus on use cases rather than technical specifications.Start by establishing relationships with you...
248 Views
LinkedIn Director of Product Marketing • 1y
The days of easy growth are over in many sectors due to higher capital costs and industry consolidation, which has actually made product managers more receptive to long-t...
223 Views
Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
In product marketing, we often focus on brand-new features that can attract new customers and expand our market. But for existing customers who've already bought in, some...
477 Views
Atlassian Product Marketing Leader • 6mo
Both are valuable inputs— they just serve different purposes and inform roadmapping on different horizons.Customer inputUltimately, business success hinges on customer gr...
1572 Views
Rippling Product and Content Marketing • 6mo
I pull from all your usual sources—sales calls, customer feedback, competitive intel, market research—but the key is synthesizing it into a clear story, not just dumping ...
1440 Views
Rippling Product and Content Marketing • 6mo
Keep a running doc of insights, then use it as your starting point for planning sessions.Here's what works for me:Track insights as you go: I keep a Notion doc (or deck, ...
1955 Views
Jellyfish VP of Product Marketing • 6mo
Product Marketing's influence comes in many shapes and forms, including but not limited to:Feature prioritizationNamingPricing & packagingGTM motionsPart of your job ...
1690 Views
Adobe Director of Product Marketing • 6mo
Who doesn't love low hanging fruit...but sometimes it can feel like we're not delivering on the bigger picture and innovating to take a bite of a big, juicy opportunity.M...
1616 Views
Anthropic Enterprise & Solutions Marketing • 1y
I typically like to think about it in a few phases:Phase 1: top customer asks from existing basePhase 2: top reasons for customer churn or closed/lostPhase 3: top leading...
1105 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
PMs with long tenure will have established perspectives on various things and deep domain knowledge. Influencing the roadmap here requires you to collaborate closely with...
798 Views
Clay Head of Product Marketing • 6mo
To influence the roadmap, PMMs should bring valuable insights about the market, competition and customer to the table. With a more technical product, it is possible that ...
3976 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 3y
As the PMM, you often may know more about the product that the product may know. This is due to the nature of PMM having a birds eye view across the entire company with h...
434 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 3y
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:
Focus Groups! After dozens...
1404 Views
Okta Director, Product Marketing • 6mo
Every org is different, but a lot of the time, we overestimate how much titles matter. Most stakeholders care far more about whether you know your stuff, follow through, ...
2274 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 6mo
Early on in my career as a product marketer, I had the opportunity to present an enhancement request that was a huge change to our business model. This feature opened up ...
583 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 6mo
For annual and strategic planning, it's important to focus on long term things that will drive growth and expansion rather than individual features requested by customers...
613 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 6mo
You don't earn the right to be invited to those conversations if you aren't showing up for the smaller stuff. Are you aligned with the product team on day-to-day operatio...
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175 Views
Anthropic Enterprise & Solutions Marketing • 1y
I've found that the best working relationship between PMM and PM is one grounded in transparency and clear, open communication. Sharing customer insights/pain points, eme...
1603 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 6mo
Aligning releases to a key theme is a great thing to do for multiple reasons. First, and probably most important, it makes the marketing launch for a particular release e...
614 Views