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Influencing the Product Roadmap

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

12 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 8

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

6967 Views

How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?

5 Answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach • May 7

That’s a great question. A full, NPS-style VOC program with a closed-loop feedback system is quite complex and requires dedicated people, processes and systems to execute. It’s a major, long-term initiative that should be driven by the C-Suite and has to be part of the organization’s cultural DNA......Read More

1009 Views

How do you drive alignment across the exec team on messaging

18 Answers

April Rassa

Cohere Marketing Executive • September 28

It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CE......Read More

915 Views

I'm curious about the experience of others, which group has been harder to work with––Product or Sales? And why and how y'all work through issues?

5 Answers

Kaitlin Yount

LinkedIn Senior Director of Product Marketing, Trust • August 25

I’ve been in consumer businesses during my career as a Product Marketing so I can only speak to working with Product. I’ve had a lot of great experiences with Product partners. First and foremost, when starting a new business relationship I find ways to add value before I start offering criticis......Read More

1658 Views

How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?

Any tips for setting expectations and not losing team’s trust while ensuring we have a timeline to work towards?

6 Answers

Priya Patel

TripActions Vice President, Product Marketing • March 16

I've never worked anywhere where releases don't get delayed - delays happen. The best you can do is to stay in as close communication with your key stakeholders as possible - informing them of updates in real-time. You won't lose trust with your team if you're open and honest: put a stake in the ......Read More

810 Views

If product marketing is a relatively new function at your company (relative to product), what advice do you have on becoming a strategic partner and more involved earlier in the product roadmap development process?

5 Answers

Anna Wiggins

Bluevine Sr. Director of Customer Research, Content, and Product Marketing • August 11

I’m glad you are asking this question because this is exactly the right mindset you should have in a young Product Marketing org to avoid becoming solely a GTM service function. The path to this is through a mixture of education and showing value to the Product team. Something you should find ou......Read More

1036 Views

How can you influence the immediate product roadmap if the pre-launch customer research revealed to you that the MVP would not add significant value to your customers?

5 Answers

Sunny Manivannan

Braze Vice President & GM, Global SMB • June 16

The first time this happens at your company (assuming the MVP is already built), you have to let the product launch and (likely) fail in the market. There's likely too much internal momentum around this MVP and you won't be able to stop the runaway train, no matter how loudly you yell. Now, you s......Read More

1107 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.

15 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

5506 Views

How do you more effectively influence product roadmap priorities and timeline?

7 Answers

Laura Jones

Instacart Chief Marketing Officer • December 8

In my experience, the most powerful tool for influencing the Product Roadmap as a PMM is customer insights. If you can clearly demonstrate customer pain points and inspire empathy, that tees up the opportunity to be part of the discussion around how you might meet those needs through product solu......Read More

5594 Views

Should product marketing report into Product management or Marketing?

17 Answers

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

While there are benefits to both, judging from my experience, I believe PMM reporting into Marketing is more effective. * Reporting into makreting creates stronger ties between PMM and the revenue organziation (marketing, sales, operations, etc.) and can therefore lead to more buy-in from......Read More

1117 Views