AMA: Demandbase Head of Digital Marketing, Matt Hummel on Stakeholder Management

Prioritize, invest, and over-communicate. I can't emphasize the importance of not just trying to get aligned, but working diligently to remain aligned. Alignment is easy when things are going well. It's a lot more difficult when pipeline is drying up and/or deals aren't closing. It's important to do the work before a crisis happens. Spend time aligning on definitions. On attribution models. On roles and responsibilities. Align on what Marketing will be delivering - when, why, and the expected im ...Read More

Orient around two things: 1) the customer, and 2) shared goals such as OKRs or revenue metrics (revenue, NRR, etc.). Expanding on this a bit - so often functions see the world through their own lens. Sales needs to sell. Product needs to build. Marketing needs to build brand and create demand. Customer Service needs to make sure customers are taking care of. In reality, everyone exists to deliver value to the customers. And when teams work together that works exponentially better. But to do that ...Read More

This is where alignment with Sales leadership goes a long way. Depending on your company size and complexity, you could encounter a scenario where you are getting various input from multiple reps that may conflict / create too many priorities. With that said, gathering input and processing that input should be a regular practice. Certainly when you start - but also as a recurring thing. One thing I recommend is to use your calendar here - literally schedule time on your calendar to check-in with ...Read More

The best piece of advice I got here and can confirm through experience is the art of "breaking bread." When conflicts arise, don't sit on it - that doesn't mean you should react immediately - which can often be clouded with raw emotion - but don't let it fester. Beyond that, don't try to resolve it by email. If you can, go grab lunch. Grab a coffee. Work remote? Grab a virtual coffee! Send a $5 Starbucks gift card to someone and block time on their calendar. Talk through things. Most of the time ...Read More

One of the best insights I've been able to action on is objections to our solution - whether that's timing, fit, price, etc. Reason being is these types of insights come throughout the sales cycle - from initial outreach to whether or not we win the deal. These are great insights to take back because ultimately you can update your messaging - and take feedback to product if appropriate as well. It's taking a real-time approach to adapting your efforts in direct alignment with the field - that de ...Read More