What role does product roadmap and marketing strategy have on guiding that a product / company rebranding process?
1 Answer
SurveyMonkey Head of Global Marketing • June 30
Funny enough, this was completely a Marketing led rebrand. Product roadmap didn't play a role in guiding the process because we already had the right set of products, we just didn't have the right message or name in the market. An important part of this repositioning was strongly signaling to the market that we are no longer just a surveys company. This has actually been true for a while, but even our own customers had little awareness of some of the other products in our portfolio. But it’s hard to convince the outside world that we’re more than a surveys company with a name like SurveyMonkey, hence the change.
1218 Views
Related Ask Me Anything Sessions
Microsoft Director - Head of Copilot for Microsoft 365 Narratives and Sales Enablement, Alina Fu on Influencing the Product Roadmap
Enable VP of Product Marketing, Amanda Groves on Influencing the Product Roadmap
Meta Product Marketing, Reality Labs, Kavya Nath on Influencing the Product Roadmap
Top Product Marketing Mentors
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Stephen Baloglu
Adobe Director of Product Marketing
Related Questions
How do you influence the product roadmap so that features and/or fixes stemming from VOC/customer feedback make it into the priority?Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?I'm curious about the experience of others, which group has been harder to work with––Product or Sales? And why and how y'all work through issues? Do you do a product launch pre-mortem with your internal stakeholders before a product launch and if so, who do you include and what is your process for running it?How can marketers be in the driver seat of product launches while managing eager product and sales stakeholders?Could you share are bit about you manage your PMM team? What are check-ins like, how do you organize individual teams roles and responsibilities? How do you empower your PMMs to own goals/results?