When Product *disinvites* PMM from roadmap calls


Had Jess Petrella on the show earlier today. 

She’s a director of PMM at ZayZoon, who believes Product can’t build a complete roadmap, without PMM.

We almost gagged, because Becky Trevino (CPO at Flexera) said the complete OPPOSITE last season:

PMMs should not be part of product roadmap calls.

So which one is it?

Shoot a reply and tell us what you think. 

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How to use AI in Opportunity Analyses for Stronger PM-PMM Partnerships.

A common saying to highlight PM and PMM goes:

Presenting market insights in a way Product can consume is one way to get invited to the Thanksgiving Product Roadmap table (if such one exists).

To achieve that, let’s explore why start with opportunity analyses first.

Why Opportunity Analyses Matters for PMMs?

Opportunity analysis evaluates the market potential/need for a new product, before Finance throws money at R&D. Here are a three big wins you get from it…

• Strategic Positioning: PMMs (you) get to be strategic advisors, not just reactive contributors (waiting to be seen).

• Build Trust with PMs: When PMMs analyze opportunities and deliver that insight to PMs, it bridges the gap between product strategy and market needs.

• Demonstrate Value Early: Show your worth is greater than copy and 1-pagers. Opportunity analyses helps get you early access on product planning.

6 Key Elements of Every Opportunity Analysis

• Market Potential: Assess the size and growth potential of the market segment or customer base for product/feature.

• Customer Needs and Pain Points: Understand what problem and need the opportunity solves for customers.

• Competitive Landscape: Analyze what competitors offer, identify gaps, and know the competitive advantage of your solution.

• Revenue and ROI Projections: Estimate the potential financial impact, such as expected revenue, market share gain, or ROI within a specified time frame.

• Feasibility and Risks: Evaluate the technical, operational, and market risks involved in pursuing the opportunity.

• Alignment with Business Goals: Ensure the opportunity fits the strategic direction and long-term goals of the company.

The quick, 4-part guide for your next roadmap invite, using opportunity analysis

Step 1: Prep the Data

• Gather Available Data: Collect market reports, competitor activities, customer feedback, and internal data on product usage. Jess emphasized using “available data” as a foundation for realistic opportunity analysis.

• Use AI for Synthesis: Feed collected data into tools like ChatGPT or other AI models. For example, upload competitor webinar transcripts or reports and ask AI to extract key trends, insights, or summaries.

Step 2: Present the Data

• Connect the Dots: Package your findings in a deck or one-page reports (re: not one-pager).

• Highlight: Market gaps that align with your product’s current or upcoming capabilities, and expected volume of potential customers or revenue growth tied to these opportunities.

• Show, Don’t Tell: Create graphs and charts from your data analysis. This makes your presentation to PMs more persuasive and easier to digest.

• Yes, and…: Imagine this like an improv exercise. Position your findings as ways to build on what PMs are focused on. We’re not here to say you’re wrong. Instead, use language like, “I found some additional data points that might support our feature prioritization…”

Step 3: Establish regular contact with PM

• Timing Is Key: Advocate for involvement when opportunity analysis is being used to decide on feature sets, before development begins.

• Frame Your Value: Jess noted that proximity to the product team is invaluable. Show how your market insights can identify risks and validate assumptions, making the PM’s job easier.

• Be Proactive: Approach PMs with findings before quarterly or sprint planning sessions. Use phrases like, “I noticed that X trend is growing, which could influence our next product update. I’d love to discuss how this might shape our roadmap.” (Emphasis on the word, our)

Step 4: Rinse and Repeat (for Credibility)

• Regular Updates: Don’t just present once and expect immediate integration. Ask PM: “How frequently would you like to receive updates like this?”, “In what way would you prefer being updated: Slack, email, Zoom?” Get their input, buy-in, and deliver on what they committed.

• Promote your work internally: Share these insights with other key stakeholders via email update to build a reputation as a strategic thinker within the company.

That’s it for now. What’s one action from this list you wish to commit this next week?

Give us a reply and share. We promise not to tell your boss. 😉

🎙Featured Episode:
Becoming the PMM 2.0: Advocacy, AI, and Product Strategy w/ Jess Petrella

The role of PMM continues to evolve, like a Transformer. Time to roll out and adapt to stay knowledgeable on new technology. That can make the difference between an invaluable PMM vs. someone the CEO doesn’t like.

Jess Petrella was our special guest this episode.

She’s the director of PMM at ZayZoon and creator PMM Ops.

In this episode, we discuss how AI can enhance PMMs' ability to analyze market opportunities. Use that insight to influence the product roadmap. And, be a PMM that Product wants to ride-or-die with.

Jess built the PMM function from scratch. This episode is especially for you, if you wish to do the same.

Go here to listen now.

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