Do you do a product launch pre-mortem with your internal stakeholders before a product launch? If so, who do you include and what is your process for running it?
In my experience, this is something we’ve done for Level 1 or Level 2 launches that involve dozens of stakeholders across various functions. The goal for these pre-mortems is really to anticipate pitfalls and increase project success, whether that’s simply by eliminating the fear around negative ...more
In terms of empowering your sales and success teams to get customers and prospects excited about upcoming features, how do you help them present the roadmap? Does product marketing create a roadmap deck that then gets shared out to the team?
Ideally, any roadmap shared with your sales team would be owned and presented by PMM. The sales team doesn’t just need to understand when a product will be released, but when they’ll be enabled to sell it effectively. PMMs can leverage release timelines to craft a market-ready roadmap based on th...more
With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?
I’m so glad to have been asked this question, because I’ve been fortunate enough to lead teams through acquisitions at almost every company I’ve worked at. In order to effectively integrate the newly acquired company into yours, you’ll need to understand what drove the acquisition: was it a strat...more
How can you prove to hiring managers in the interview process that you can hit the ground running as someone transitioning to product marketing?
As someone who didn’t start her career in product marketing and has since supported several internal transfers into PMM for perspective sharing and career growth, this question is near and dear to my heart. I can honestly say that some of the best PMMs I’ve hired and worked with have had very div...more
When roadmaps and priorities are constantly changing, how do you take control and lead a product launch from a marketing perspective? Is that the role of product marketing or does that leadership come from product management -- or someone else?
While the impact of shifts in company strategy and product roadmaps can materialize in similar ways day-to-day, the altitude at which they need to be addressed differs. In both cases, however, you’ll need to understand what’s at the root of the change. Most companies I’ve worked at set long-term ...more
How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?
A strong VOC program has the potential to illuminate customer priorities before they become challenges, so consistency and accessibility are key. A few suggestions: * Dedicate a certain amount of your team’s time to this program, even if it’s as simple as committing to 1 customer interview o...more
The first step here is often the most easily overlooked: understand the product team’s goals, so you can figure out how to position and prioritize your projects in a mutually beneficial way. Secondly, you’ll want to level set on the company strategy before honing in on the product roadmap in a pa...more
What criteria is evaluated before determining if a request or idea is submitted to product? When it is submitted, what is the prioritization process?
When evaluating what products to prioritize, you’ll want to consider several factors: 1. Mission Alignment: Does this addition to the product portfolio support the company’s mission, and what you’re trying to accomplish? 2. Opportunity Size: What’s the TAM? Will this product expand the add...more