What are some effective methods for a PMM to have their research influence the product roadmap?

An effective way for a Product Marketing Manager (PMM) to influence the product roadmap is by presenting data-driven insights that align with strategic business goals. Some examples:

1. Customer Feedback Integration: A PMM can collect and analyze customer feedback to identify common pain points. By presenting this data to the product team, the PMM can advocate for feature enhancements or new product development that directly addresses customer needs. For example, if multiple customers request a specific integration, showing this demand can prioritize it on the roadmap.

2. Market Trend Analysis: By conducting thorough market research and identifying emerging trends, a PMM can help the product team anticipate market needs. For instance, if research indicates a growing demand for mobile-first solutions, the PMM can support this with competitive analysis and user behavior data, encouraging the product team to prioritize mobile app development.

3. Competitive Analysis: A PMM can provide detailed competitive analysis to highlight gaps or opportunities in the current product offering. For example, if competitors are gaining market share due to a specific feature they offer, the PMM can use this data to push for similar functionality in the product roadmap, ensuring the product remains competitive.