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 Pend.io to influence the B2B product roadmap
Erik Eliason & Marcus Andrews
July 02, 2024
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āWe have so much confidence in our upcoming launch because of the strategy and clarity you have brought to our teamā ā¦ 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:
āI want to be more involved with inbound.ā
āI want to shape the product roadmap.ā
āI want to have a seat at the table.ā