How best to align Product Marketing and the Product development roadmap?
Harish Peri
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.
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