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AMA: Mixpanel Former Head of Product & Content Marketing, Jeff Beckham on Stakeholder Management
May 6 @ 10:00AM PST
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Mixpanel Former Head of Product & Content Marketing, Jeff Beckham on Stakeholder Management
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Jeff Beckham
Gem Head of Marketing • May 7
I’ve found that most companies want the most capable people doing the most important work. If you prove your value as a PMM by making the team and company successful, bigger and better projects will naturally come your way. When it comes to positioning the PMM team within marketing, it ultimatel......Read More
798 Views
2 requests
Jeff Beckham
Gem Head of Marketing • May 7
It’s a good question, but also a loaded one! Product management needs to prove their value to the company too, right? The dynamic you’re describing is common though, unfortunately. I’ve lived it many times. The best working relationship comes when both sides have shared goals. If that’s not rea......Read More
1451 Views
1 request
Jeff Beckham
Gem Head of Marketing • May 7
The setup at my previous company, Mixpanel, is one that I’ve seen be more and more common at businesses scaling up. We have two arms of marketing: product / content and growth (the “campaign team”). When the head of growth and I need to explain who does what, we like to simplify things to: PMM b......Read More
1135 Views
1 request
Jeff Beckham
Gem Head of Marketing • May 7
Product and Sales are always the biggest, at least at B2B companies. The one that matters more depends on whether you’re in a product-led or sales-led organization. There’s no circumstance in which you can neglect one of the two, but when you need to make hard tradeoffs about where to spend time,......Read More
830 Views
2 requests
Jeff Beckham
Gem Head of Marketing • May 7
I’m glad you asked, because I love building presentations! I realize I’m a total slide nerd, but here’s my process: 1. Align on the outcome you want from the presentation. Who are you trying to convince, and about what? Whether the audience is the sales team at SKO or execs at a busines......Read More
1783 Views
1 request
How do you get the Csuite team to buy into a new pitch deck?
I just joined a new company, and their pitch decks are AWFUL and the sales teams are losing deals because of poor pitches. I'm working with a few key stakeholders to create better pitch decks, but several CSuite team members are apprehensive about trying something new because we'll be filing for IPO soon. They'd rather be consistently bad, then differently good.
Jeff Beckham
Gem Head of Marketing • May 7
In these types of situations, I’ve found that data can be a useful persuasion tool, because it’s objective. Have you considered surfacing win rate numbers? Or an even more granular metric in the sales funnel, like a lack of deal progression from early to mid/late stages? If execs are expected to......Read More
546 Views
5 requests
Jeff Beckham
Gem Head of Marketing • May 7
Every enterprise sales rep wants to sell more, faster. The most valuable PMMs I’ve worked with are experts on their product, market, customers, and competition. Individual sales reps don’t have time to track these things at the level of detail PMMs do, but require smart talking points to be succe......Read More
815 Views
2 requests
What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?
What are the best ways for establishing good communication, trust, and buy-in across departments?
Jeff Beckham
Gem Head of Marketing • May 7
Whenever I join a new team, my first objective is to earn trust – both within my department and with cross-functional partners. Without trust, advice from “the new guy” about how things should be done is usually unwelcome. To do that, start by identifying problems you can solve to make everyone’......Read More
1029 Views
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