{"id":20507,"date":"2019-06-04T18:13:17","date_gmt":"2019-06-04T17:13:17","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=20507"},"modified":"2020-07-30T12:54:39","modified_gmt":"2020-07-30T11:54:39","slug":"why-sales-and-marketing-are-the-key-to-your-roadmap-success","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\/","title":{"rendered":"Why sales and marketing are the key to your roadmap success"},"content":{"rendered":"<p>Product managers have the onus to be deeply attentive listeners. We\u2019ve got to keep a pulse on a diverse set of inputs, filtering signals amidst the noise, to build strategic direction and seemingly mid-flight, make calculated tradeoffs for the product roadmap.<\/p>\n<p>It\u2019s a game of endless Bayesian inference with an overwhelming amount of directions. We are constantly reevaluating if the choices we&#8217;ve made for the product are the right ones as new information becomes available.<\/p>\n<p>Sales and marketing teams are one of the most valuable sources of <a href=\"https:\/\/www.intercom.com\/blog\/where-do-product-roadmaps-come-from\/\">inputs into the roadmap<\/a>. They are on the front line and have a strong, raw insight into customers, market trends and product.<\/p>\n<p>As our co-founder Des Traynor once <a href=\"https:\/\/www.intercom.com\/blog\/aligning-sales-and-product\">wrote<\/a>, &#8220;If your product team isn\u2019t taking roadmap input from your sales team, you\u2019re not listening to the potential market. You can go deeper in your current niche, but you\u2019ll never expand out of it, nor will you move upmarket.&#8221;<\/p>\n<h2 id=\"the-value-of-sales-and-marketing-input-into-your-roadmap\">The value of sales and marketing input into your roadmap<\/h2>\n<p>A classic narrative for product teams is that sales is reactively pushing for anything that will sell while marketing is pushing for anything that\u2019s new and shiny. Product teams need to park these predisposed beliefs, <a href=\"https:\/\/www.intercom.com\/blog\/aligning-sales-and-product\">align with their sales and marketing teams<\/a> on an underlying mission and leverage each other\u2019s strengths.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;Your business is so much more than the code you ship and your sales and marketing teams understand that better than anyone else&#8221;<\/p><\/blockquote>\n<p>Sales and marketing teams are talking to customers and prospects on a daily basis \u2013 far more than any product manager could reasonably do. This means that they know things that should never be taken for granted. Your business is so much more than the code you ship and your sales and marketing teams understand that better than anyone else.<\/p>\n<p>Here\u2019s a snapshot of some insights you can learn from them:<\/p>\n<h3>Your customer<\/h3>\n<ul>\n<li><strong>Demographics:<\/strong> They know the various segments and personas, associated value props and the <a href=\"https:\/\/www.intercom.com\/blog\/understanding-your-aha-moments-and-putting-them-to-work\/\">&#8220;aha&#8221; moments<\/a>. For instance, our marketing team drove product packaging research and surfaced the need for a <a href=\"https:\/\/www.intercom.com\/blog\/tag\/premium-plan\/\">Marketo integration<\/a> and <a href=\"https:\/\/www.intercom.com\/blog\/revenue-reporting-fresh-insights-for-your-sales-and-marketing-teams\/\">revenue reporting<\/a> for our Premium tier customers.<\/li>\n<li><strong>Positioning:<\/strong> They know what messaging resonates with your customers and the language your current and prospective customers are using to discuss their problems.<\/li>\n<\/ul>\n<h3>Your product<\/h3>\n<ul>\n<li><strong>Onboarding:<\/strong> They deeply understand the onboarding experience of the product because they\u2019re experiencing it every week (if not every day). For instance, our Sales team surfaced major onboarding pains with Intercom\u2019s <a href=\"https:\/\/www.intercom.com\/blog\/integrations\/salesforce\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce integration<\/a> and we prioritized it as a result.<\/li>\n<li><strong>Practical depth:<\/strong> They\u2019ve got a deep understanding of where your product wins and where it doesn\u2019t. They can surface what you don\u2019t have and what you really should have. For example, we <a href=\"https:\/\/www.intercom.com\/blog\/emoji-ratings\/\">updated our emoji<\/a> for conversation ratings from \ud83d\ude0d to \ud83e\udd29 based on subtle feedback we received from these teams.<\/li>\n<li><strong>Product peripheries<\/strong>: They know the time cost of adopting your product, what the buying and decision process looks like and how your product fits in with the existing tech stack your customers already have.<\/li>\n<\/ul>\n<h3>Your market<\/h3>\n<ul>\n<li><strong>Trends:<\/strong> They are able to cut through noise and establish what trends are here to stay. For example, we learned that <a href=\"https:\/\/www.intercom.com\/blog\/live-chat-and-account-based-marketing\/\">Account Based Marketing<\/a> (ABM) is not just <i>another<\/i> marketing trend, but a fundamental shift in how businesses approach their customers. This is why we\u2019ve invested heavily to empower an ABM approach and <a href=\"https:\/\/www.intercom.com\/blog\/account-based-marketing\/\">built something deeply customized<\/a> for this workflow.<\/li>\n<li><strong>Competition:<\/strong> They know who you\u2019re getting compared to on a daily basis and how this comparison is evolving. They know why customers choose you over your competitors and vice versa.<\/li>\n<\/ul>\n<h2 id=\"tapping-into-sales-and-marketing-insights\">Tapping into sales and marketing insights<\/h2>\n<p>So how does a product team tap into the pool of insights in the sales and marketing sphere? Good product managers are able to reactively digest sales and marketing feedback and feed that into their roadmap. Great product managers proactively build a partnership with their sales and marketing team and empower them to feed into the roadmap.<\/p>\n<h3>Put the tools to use<\/h3>\n<p>Naturally, you need to first start at a high level and understand the general go-to-market strategy &#8211; from target market to buyer to channel strategy. However, there\u2019s a world of tangible, raw insights living in the tools that your sales and marketing teams use that often goes untapped. Look closely and you\u2019ll see a profusion of insights you can act on immediately.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;Great product managers proactively build a partnership with their sales and marketing team and empower them to feed into the roadmap&#8221;<\/p><\/blockquote>\n<p>Analyze conversations in Intercom that customers have with their account managers a few months prior to churning. Evaluate closed won and lost deals in Salesforce and extract key insights from sales notes. Study how email threads pan out in Salesloft (our sales engagement tool) and what kind of language and value proposition peaks interest the most.<\/p>\n<p>For example, we recently studied conversations in Intercom with <a href=\"https:\/\/www.intercom.com\/blog\/try-before-you-buy\/\" target=\"_blank\" rel=\"noopener noreferrer\">trialing prospects<\/a>, and extracted both the key things that new prospects want from our product and the main sources of product confusion.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-20515 size-full\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2.png\" alt=\"Intercom Conversation Analysis\" width=\"1029\" height=\"546\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2.png 1029w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2-300x159.png 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2-768x408.png 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2-700x371.png 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/INTERCOM_CONVERSATION_ANALYSIS_2-600x318.png 600w\" sizes=\"auto, (max-width: 1029px) 100vw, 1029px\" \/><\/p>\n<p>There\u2019s no need to start from scratch here. Dissect the data based on your prior beliefs and thoughts on where the product should be heading. For example, if there\u2019s a push to go upmarket and focus on larger, more sophisticated customers, double down on these deals in Salesforce. Look at <a href=\"https:\/\/help.salesforce.com\/articleView?id=cases_def.htm&amp;type=5\">cases<\/a> that added friction for these customers or missing functionality that blocked them altogether.<\/p>\n<p>A strong, necessary (and somewhat obvious) caveat here is that it\u2019s dangerously easy to misuse these insights. Don\u2019t make assumptions based on a handful of customers. Don\u2019t build functionality to unblock a few high value deals (unless of course it makes strategic sense to). Dive deeper into the world of sales and marketing, but don\u2019t get sucked into constant, direct revenue impact. Have a bungee cord attached to pull you back to the product sphere.<\/p>\n<h3>Relationships are key<\/h3>\n<p>Of course, diving into the tools yourself is only reactively scratching the surface. The easiest way to kickstart a more proactive relationship is by establishing a workflow for sharing insights. This could be as simple as making sure all feature requests are tagged, which is something we make great use of at Intercom.<\/p>\n<div id='gallery-1' class='gallery galleryid-20507 gallery-columns-3 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.intercom.com\/blog\/tagged_asset_2\/'><img loading=\"lazy\" decoding=\"async\" width=\"803\" height=\"278\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2.png\" class=\"attachment-full size-full\" alt=\"tagging an asset 1\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2.png 803w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2-300x104.png 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2-768x266.png 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2-700x242.png 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset_2-600x208.png 600w\" sizes=\"auto, (max-width: 803px) 100vw, 803px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.intercom.com\/blog\/tagged_asset\/'><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"224\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset.png 800w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset-300x84.png 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset-768x215.png 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset-700x196.png 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/05\/tagged_asset-600x168.png 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>We also have a dedicated channel on Slack where our sales and marketing teams can share feedback directly, and new deals won or lost get automatically posted. Check out integrations like <a href=\"https:\/\/troops.ai\/\">Troops.ai<\/a> or <a href=\"https:\/\/www.slackspot.io\/\">Slackspot<\/a>.<\/p>\n<p>More broadly, it\u2019s important that these teams are aligned on the company goals and have a sense of empathy with one another. But what does this look like in reality?<\/p>\n<p>This looks like your sales and marketing teams knowing to ask &#8220;why&#8221; when they are talking to customers and understanding the value in that simple question. For example, rather than surfacing a feature request and probing on the underlying customer problems in another session, your sales and marketing teams should be encouraged to do so themselves there and then.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;Dive deep into the world of sales and marketing, but don\u2019t get sucked into constant, direct revenue impact. Have a bungee cord attached to pull you back to the product sphere&#8221;<\/p><\/blockquote>\n<p>At Intercom, we\u2019ve worked hard to build and maintain strong relationships between our product managers and our sales and marketing teams through collaboration and education. One of the ways we have done this is through running <a href=\"https:\/\/www.intercom.com\/blog\/sales-days-5-ways-you-can-learn-from-your-sales-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales and marketing days<\/a> together where everyone has an opportunity to speak to customers and do some outreach.<\/p>\n<p>We have found that this helps to build customer empathy and there\u2019s a two-fold benefit as you also build empathy for teammates and their style of thinking.<\/p>\n<h2 id=\"recipe-for-success\">Recipe for success<\/h2>\n<p>All of the information gathered and contextualized by your sales and marketing teams<i> in collaboration <\/i>with product managers is what will give you the ingredients you need to create a recipe for an accurately prioritized roadmap and product success.<\/p>\n<p>Prioritization is arguably the hardest and most valuable responsibility of a product manager. By aligning with your sales and marketing team, empowering them with a clear process to collaborate and then leveraging this resource, your roadmap will be incredibly informed. After all, it&#8217;s not just about what&#8217;s on the roadmap, it&#8217;s also about understanding and sharing why they are there.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Product roadmaps benefit when product managers are able to partner with sales and marketing and gain valuable insights into customer needs and market trends. <\/p>\n","protected":false},"author":397,"featured_media":20531,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[],"coauthors":[15575],"class_list":["post-20507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Sales And Marketing Are The Key To Your Roadmap Success<\/title>\n<meta name=\"description\" content=\"Product Managers have to keep a pulse on a diverse set of inputs to build strategic direction and make calculated tradeoffs for the product roadmap. Sales and marketing teams are one of the most valuable sources of inputs into that roadmap. They are on the front line and have a strong, raw insight into customers, market trends and product.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why sales and marketing are the key to your roadmap success\" \/>\n<meta property=\"og:description\" content=\"Product Managers have to keep a pulse on a diverse set of inputs to build strategic direction and make calculated tradeoffs for the product roadmap. Sales and marketing teams are one of the most valuable sources of inputs into that roadmap. They are on the front line and have a strong, raw insight into customers, market trends and product.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-04T17:13:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:54:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/06\/Intercom_Blog_SalesandMarketing_compressedNEW.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3149\" \/>\n\t<meta property=\"og:image:height\" content=\"1491\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amogh Sarda\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@amoghito\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amogh Sarda\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/\"},\"author\":{\"name\":\"Amogh Sarda\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/24b5f87a3f3931dfd32934e517ef5d64\"},\"headline\":\"Why sales and marketing are the key to your roadmap success\",\"datePublished\":\"2019-06-04T17:13:17+00:00\",\"dateModified\":\"2020-07-30T11:54:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/\"},\"wordCount\":1410,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/Intercom_Blog_SalesandMarketing_compressedNEW.jpg\",\"articleSection\":[\"Product &amp; Design\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/\",\"name\":\"Why Sales And Marketing Are The Key To Your Roadmap Success\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/Intercom_Blog_SalesandMarketing_compressedNEW.jpg\",\"datePublished\":\"2019-06-04T17:13:17+00:00\",\"dateModified\":\"2020-07-30T11:54:39+00:00\",\"description\":\"Product Managers have to keep a pulse on a diverse set of inputs to build strategic direction and make calculated tradeoffs for the product roadmap. 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