How best to align Product Marketing and the Product development roadmap?
Okta SVP Product Marketing • July 5
- Team alignment --> Map your PMMs to your PMs or their teams as much as possible. Embed them into the PM rituals like release planning, release reviews etc (not at the super detailed story/sprint level). Ensure that your PMMs know the product - they can demo it, answer enough questions about capabilities, gotchas, etc.
- Outbound process alignment --> Empower PMMs to own the release marketing/comms process. They should be able to plug into a broader release cadence, make calls on what features/capabilities to highlight. They should also have enough visibility into product roadmap to be able to communicate it in first call decks, roadmap sessions at events etc
- Inbound process alignment --> Create a safe space for PMMs to convey structured feedback from sales/CS (and customers if relevant) back to PM.
999 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Axel Kirstetter
Guidewire Software VP Product Marketing
Leah Brite
Gusto Head of Product Marketing, Employers
Jon Rooney
Unity Vice President Product Marketing
Katie Gerard
Workhuman Head of Product Marketing
Sahil Sethi
Freshworks Vice President - Global Product Marketing
Madeline Ng
Google Global Head of Marketing, Google Maps Platform
Julien Sauvage
Clari VP, Brand, Content and Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Enable VP of Product Marketing
Related Questions
As a hiring manager, what do the best product marketing candidates have in common?How do product marketing key stakeholders from other departments change as your company grows? What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?When building a new PMM organization, what are the most important things to focus on when getting started?Should product marketing report into Product management or Marketing?