How do you influence the product roadmap without clear monetization targets for new features/products?
The goal of any new product/feature releases is to allow your business to capture or retain slice of the market. It is important to have as much clarity as possible before enbarking on any development. Monetization or value creation is easy to gauge when similar features are already offered in...more
Our product management team is more focused on timelines, than on customer needs. How do we get them to be more customer focused?
Product teams can get myopic with mandate from leadership or long term vision. But this is exactly where product marketing can be an excellent value partner to their product peer. Timeline focus assumes at features selected and priorities are spot on and set in stone. But that is often not the ca...more
Product Management and Product Marketing are two sides of the same coin. Organizationally there are benefits to both approaches. As a product manager, I have had product marketers on my team, and as a product marketer, I have reported into the Head of Marketing as well. This decision is depen...more
How do you deliver sales feedback to the product team to inform the current roadmap and make changes?
On the surface this question is simple. How do you take sales feedback to product? But as product marketer your goal is not just to take sales feedback but to use it as one of your sources to make a case for roadmap additions or changes. Here is how I'd approach this: step 0 - build strong ...more
tl:dr: Both and then some. It is as important for product marketers to be involve in the inception stage as it is when taking new feature/product to market. Features that are built in vacuum seldom stick or give your product a market advantage. Product marketers input is key to how roadmap is...more
Product teams benefit the most when Product Marketing stays connected from inception of new features/products to actual delivery. At inception, product marketers help with gauging potential impact and thereby help priortize the roadmap. Once a feature/ product is commited to a roadmap and is on a...more