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Product Marketing Lead, Measurement at Facebook

During roadmapping, each product team articulates the "understand needs" for their product area and what we will do with the information to improve the product. This process is often led by the PMM. 

From there, we work with the product team to document hypothesis to test based on information we need to know and detail the best approach to prove of disprove those hypothesis. 

At that point, it's all about execution and pulling together what we learn in a compelling way.  

With regard to systematically influencing roadmaps, I feel like this is an "always on" job. First, I try to bring the product team along while research is done. That might mean having engineers and designers sit in on customer interviews or sharing early learnings during team meetings. While I typically recommend having some kind of "report out" - as a memo or a discussion / presentation. The final product shouldn't be a surprise. 

We often do recaps of everything we learned on a given area at the end of a half, but I find that the real "influence" happens consistently over the course of a year when we share what we learn in ways that can be debated and then acted upon. 

Also, very tactically, I find opportunity sizes are really important. Make it clear what you expect will be gained by acting on your findings / solving a need. Findings without opportunity sizes are often a hard sell. 

Head of Product Marketing at Zapier
One thing worth adding to Laura's great reply is that "systematically influencing the product roadmap" can be viewed as an ongoing process. Once you have a set of segments and persona needs per Laura's playbook above, it's important to regularly reinforce this as the "single source of truth." As ...more
VP of Marketing at Qualia
There are a variety of low touch and high touch research methods we've used over time. Most recently what's been on my mind has been the value of Closed Won/Lost interviews for earlier stage products.  As companies scale they're likely to have existing products that have been in the market for...more
VP, Brand & Marketing at Instacart
In establishing segments, it is critical to get cross-org alignment so that all functions are working off of the same definitions. Methodologies for defining segments can vary depending on how you plan to use them, so I would recommend investing heavily in the upfront phase of gathering requireme...more
Product Marketing (and Solutions Marketing) at Procore Technologies
Research has to be an ongoing, continual process -- if you aren't continually talking to market experts, customers, and prospects, you lose credibility both with your sales organization and with your product organization.  True standardization is less critical than repetition and at-bats, and ...more