Ani Sapru

The short answer: constantly, with formal check-ins quarterly or semi-quarterly.Product marketing's job is to be a continuous feedback loop between the market and product...

The honest answer: I don't formally track it, and I don't think you should either.When PMM and PM are working well together, influence doesn't feel like something you nee...

It depends on the scope. Small stuff gets handled in Slack or email. Bigger themes need more structure.Quick feedback: Drop it in Slack. "Just heard from three customers ...

The main channels I use are: sales calls, customer conversations, competitive intel, market research, and industry trend reports. These are all places where you're hearin...

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, ...

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 ...

It's not higher or lower value than customer input — it's just that not all analyst feedback is created equal.Analysts see patterns across the market that you might miss ...

At least 6 months out is a good rule of thumb, but it depends on how involved leadership is and how much exploration you need to do.For us, leadership is pretty hands-on ...

Hot take: requiring ROI for everything is not a winning strategy. Sometimes the best moves are strategic bets without hard data.It's art and science. If you're only build...

This is the holy grail question, and honestly it's more art than science. It's a cross-functional conversation where you weigh the pros and cons together. The tricky part...