How to build a strategic narrative to shape the product roadmap

Product Marketing leader Marcus Andrews shares how he utilized strategic narratives at Hubspot and to influence the B2B product roadmap

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“We have so much confidence in our upcoming launch because of the strategy and clarity you have brought to our team” … this was a kind note we received from a company we support through our consulting practice, GTM Lab.

Stories, not Specs

In my 15 years in product marketing one of the most common grumbles from PMMs I mentor, coach, and manage is actually shaping the product roadmap. It comes in different flavors:

“I want to be more involved with inbound.” 

“I want to shape the product roadmap.” 

“I want to have a seat at the table.”

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