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AMA: Zuora Product Marketing Senior Director, Natalie Louie
on Stakeholder Management
May 05 @ 10:00am PST

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Product Marketing With Natalie Louie, Senior Director, Product Marketing Strategy at Zuora
Top Questions
Do you approach stakeholder management differently based on the team you're talking to? (Product, Marketing, Sales, Growth, Customer Success). And if so, how?
Senior Director, Product Marketing Strategy at Zuora
Yes, I always do.   Treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how you can help them...more
How do you work with channel owners? Oftentimes there is conflict when product marketing doesn't agree with channel owner strategies, however it's a PMM's job to ensure marketing meets higher lever strategic objectives for a launch.
Senior Director, Product Marketing Strategy at Zuora
Here are 4 ways this can be mitigated:  * There’s always a reason why you don’t agree -- when you can get to the data and root cause driving the disagreement -- then you start to build bridges to get back on the same page. Instead of disagreeing, a good response is to keep asking “why”...more
How do you break down responsibilities and KPI's for product launches between demand gen and product marketing?
Senior Director, Product Marketing Strategy at Zuora
At Zuora (and at my last company at Hired) we have OKRs and each group creates their own and works with each other to define theirs. We can also view everyone's OKRs in our Workboard tool. Alignment begins before any project begins. Each quarter we all get better at aligning our OKRs. And, with e...more
What approach do you take to build internal consensus among stakeholders when you have limited data to prove/disprove an idea?
Senior Director, Product Marketing Strategy at Zuora
I mentioned this in a prior question - treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how y...more
What makes a good product marketer on your team?
Senior Director, Product Marketing Strategy at Zuora
Someone with a growth mentality who is highly collaborative and can work with cross-functional teams. They need to be articulate, think strategically, be analytical and creative as well. They have to be good writers, speakers, creators and listeners. In an interview, I always ask someone to tell...more
I have to do a global roll out of a new first call pitch deck. How do I make it interesting?
Senior Director, Product Marketing Strategy at Zuora
To get people excited about a new deck, make sure the message and content is solid by getting feedback from sales, subject matter experts, product managers, executives, sales engineers, solution consultants, analysts, consultants, customers -- as many stakeholders as possible. The magic is in the...more
How to get everyone aligned on a decision making framework? Usually, everyone including engineers wants to get involved on strategy/marketing piece on what we want to communicate. How do we make sure people follow and understand it?
Senior Director, Product Marketing Strategy at Zuora
This is a similar answer to a prior question. There are two parts to your question that I’ll address separately.  1. Get stakeholders aligned on a decision making framework: treat each stakeholders like one of your “personas”. Understand their role, what their pain points are and wha...more
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Senior Director, Product Marketing Strategy at Zuora
As a PMM I’ve always had a close relationship with demand gen, from startups to public companies. Here’s what we do together and what we each own separately: Together we discuss themes and ideas but demand gen owns the tactics and PMM owns the strategy. We both own the results. Demand Gen: focu...more
What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?
Senior Director, Product Marketing Strategy at Zuora
With traditional marketing we have a wider audience and are doing a marketing volume play and casting a wider net. With an ABM strategy we know exactly who we want to go after and it’s a targeted, smaller audience. More time is spent sizing the accounts, looking at the data and deciding which to...more
What does the interview process look like for product marketing roles?
Senior Director, Product Marketing Strategy at Zuora
There's a standard interview process then exceptions. The standard is pretty consistent across most companies with some variation.  Standard You'll meet with a recruiter for the first phone screen. Then the hiring manager (me), others on the PMM team and our executive leader - some of these w...more
What does your org structure & size of the team look like?
Senior Director, Product Marketing Strategy at Zuora
A healthy ratio of PMM (product marketing managers) to PM (product managers) is 1:2 or 1:2.5. One PMM to support 2-2.5 product managers is a good goal.   Today we have a team of 8 but are hiring to get to 10 people immediately: 7 PMMs, 2 CI (competitive intelligence), 1 AR (analyst relations)....more
What is your advise for someone looking to transition from CRM Marketing to Product Marketing within an organization?
Senior Director, Product Marketing Strategy at Zuora
Product Market yourself. Start by thinking about why you want to move to PMM and how you would position and message yourself -- and write it down. Be clear in why you want to move to PMM. Then reach out to your internal PMM leader and ask for a skip-level 1:1 and conduct an informational intervie...more
How does product marketing own more of the funnel strategy (acquisition, conversion, retention) rather than just support revenue growth reactively?
Senior Director, Product Marketing Strategy at Zuora
PMMs can be more proactive to own more of the funnel and customer journey when they expand their expertise to have a say in or own the pricing and packaging strategy. PMMs already connect the dots between customers and products and know how to deliver value across the entire customer journey. We...more
Where should product marketing report into? Product management or marketing?
Senior Director, Product Marketing Strategy at Zuora
The more technical your product and complex your use cases, i.e. selling to enterprise customers, then PMM can report into Product. This is what we do at Zuora and other companies I’ve worked at. The less technical the product and the less complex your use cases, i.e. selling to SMB/MM customers...more
Work With Natalie
Sr. Product Marketing Manager, Revenue
San Francisco, California, United States
Ask Natalie About
  • Setting expectations with stakeholders
  • Identifying product marketing stakeholders
  • Developing collaborative cross-functional relationships