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Influencing the Product Roadmap

How do you drive alignment across the exec team on messaging

20 Answers

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

1236 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

20 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

5358 Views

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?

17 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • 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

9645 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?

13 Answers

Kristen Ribero

Greenplaces VP 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

2139 Views

In what ways can product marketing share the roadmap externally?

4 Answers

Brianne Shally

Marketing Consultant • January 12

Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to inv......Read More

1547 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?

4 Answers

Mary Jane Han

Roofstock Former 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

910 Views

What's the best way to communicate learnings to product teams?

Are there best practices or particular formats that are best communicate - i.e. workshops, presentations, meetings

5 Answers

Sarah Khogyani

Coinbase Head of Product Marketing, Cloud • May 25

Communicating customer and market learnings to product teams is something that happens throughout the product development lifecycle. In terms of medium/format, it really depends on your team's work style. I suggest adapting to the product team's style, so if they prefer docs and silent reading, t......Read More

957 Views

What do you think of a public product roadmap for the customers as part of product marketing?

5 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • May 21

I love this question. Let me start with an example. What is a demo? Is it a demonstration of a product's features and capabilities? or Is it an excuse to get on a call with a prosepct, talk about the product but spend most of call doing discovery and tailoring the features exactly to what the......Read More

342 Views

As a product marketer, how do you manage product teams that are poor at scoping releases? Especially as they apply to changing release dates and minor updates.

4 Answers

Caroline Walthall

Quizlet Director of Product and Lifecycle Marketing • January 30

It depends what the real downstream problem is here: - Does it hold up your launch campaigns? - Does it create a poor or unconsistent customer experience which damages brand credibility? - Do minor updates and overflow and bugs dominate instead of meaningful work that pushes the product forw......Read More

1035 Views

As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?

5 Answers

Caroline Walthall

Quizlet Director of Product and Lifecycle Marketing • January 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

1088 Views

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