In the fast-paced world of startups, product marketing managers (PMMs) often find themselves in a unique position – we're tasked with driving the go-to-market strategy for a product, but we don't always have direct ownership over the roadmap itself. This can be a challenging dynamic, but it's one that I've learned to navigate effectively over the years.
As a PMM, influencing the product roadmap is crucial, even when you don't own it outright. After all, the roadmap is the blueprint for the product's future, and it's our job to ensure that it aligns with market needs, customer demands, and overall business objectives. So, how do we make our voices heard and shape the roadmap in a way that drives success? Here's my approach.
The first step in influencing the product roadmap is to truly understand the product inside and out. This means going beyond surface-level knowledge and diving deep into the technical details, architecture, and underlying principles. When you can speak the language of the product team fluently, you'll be better equipped to provide meaningful input and earn their respect.
Think of it like learning a new language – immersion is key. Attend product team meetings, ask questions, and don't be afraid to get your hands dirty with the code or documentation. The more you understand the product's intricacies, the more credible your roadmap suggestions will be.
As PMMs, our superpower lies in our deep understanding of the customer. We're the voice of the market within the organization, and it's our job to ensure that the product roadmap aligns with customer needs and pain points.
To wield this power effectively, I recommend becoming obsessed with customer data. Immerse yourself in customer feedback, usage analytics, and market research. Look for patterns, unmet needs, and opportunities for innovation. When you can back up your roadmap suggestions with solid customer insights, you'll be much more likely to influence the direction of the product.
While we may not own the product roadmap directly, we're not alone in our quest to shape it. Strategic partnerships with other teams, such as product management, engineering, and customer success, can be invaluable.
Seek out opportunities to collaborate and share insights. Attend cross-functional meetings, and actively listen to the perspectives of other stakeholders. When you approach roadmap discussions as a team effort, you'll be more likely to find common ground and drive alignment.
At the end of the day, the product roadmap is a strategic tool for driving business outcomes. As PMMs, we need to frame our roadmap suggestions in terms of measurable business impact.
Whether it's increasing customer acquisition, reducing churn, or boosting revenue, tie your recommendations directly to key performance indicators (KPIs) that matter to the organization. When you can quantify the potential impact of a roadmap item, you'll have a much stronger case for influencing its prioritization.
Influencing the product roadmap is a marathon, not a sprint. It requires persistence, patience, and a willingness to adapt your approach as needed.
Don't get discouraged if your suggestions aren't immediately adopted. Keep gathering data, refining your arguments, and looking for new opportunities to make your case. At the same time, be flexible and open to compromise. The product roadmap is a living, breathing thing, and it's essential to strike a balance between your vision and the realities of the business.
As a PMM in a startup environment, influencing the product roadmap when you don't own it outright can be a delicate dance. But by becoming a student of the product, embracing customer obsession, cultivating strategic partnerships, speaking the language of business impact, and remaining persistent yet flexible, you can make your voice heard and shape the roadmap in a way that drives success for both the product and the organization as a whole.