AMA: Adobe Head of Lightroom Product Marketing, Mary (Shirley) Sheehan on Stakeholder Management

Absolutely! While I haven't used a formal empathy map, I rely heavily on DACI charts (Driver, Accountable, Consulted, Informed) for every project. It's like an empathy map focused on action. I map stakeholders, their goals, preferred communication channels, and roles (decision-maker, influencer, etc.). Every product or launch demands a refresh to capture evolving dynamics.

As a startup PMM, I often had to forge my own authority. This is a constant struggle : People don't know what PMM does, you rarely have a budget, and have a small team or no team. The secret sauce? Find a champion. At AdRoll, I convinced a "get-it" product manager to partner on a case study launch. The results spoke volumes, earning our team respect and smoother future launches. More context: When I started, product managers didn't collaborate with PMMs at all on a launch; they shipped and told us about it afterward. I got one PM who “got it” to do a case study product launch with me and to share the results broadly. Unsurprisingly, the launch went well, helped establish respect for our team, and made future launches much less painful. Sometimes, you have to get scrappy! 

Personas are gold for alignment. Start with the persona, then walk stakeholders through the strategy with real-life examples (think mock ads). Share predicted ROI to solidify the plan.

Stakeholder buy-in is crucial for successful messaging - I dedicate a whole chapter to this in my book, The Pocket Guide to Product Launches. Here's my approach: 1. Share the Plan: Start by outlining the core messaging elements. This could include any market or customer insights,target audience, and unique selling points. Use a clear, concise document outlining these core elements, avoiding jargon and focusing on the "what" and "why" behind your message. I love a good messaging house to visualize this. 2. Engage in Workshops: Don't just present – involve! Organize small group workshops where motivated stakeholders can actively participate (3-5 people max has been most successful for me). This allows for deeper understanding, feedback, and buy-in. Encourage brainstorming sessions and discussions around specific messaging aspects, tailoring the workshops to each stakeholder group's needs. 3. Gather Live Feedback: Following the workshops, host a live feedback session with broader groups to showcase the refined messaging and gather final input. This demonstrates transparency and inclusivity, fostering trust and collaboration with your stakeholders. Pro Tip: Visualize your messaging! Consider using a messaging house format, a simple but impactful way to illustrate your core message, supporting messages, and key audience segments. This visual representation makes your message clear, memorable, and easily understood by everyone involved. Remember, the key lies in seeking involvement from motivated stakeholders in small, live group settings. This personalized approach fosters a sense of ownership and increases the likelihood of successful message adoption.

> Shared goals are key. Show how your collaboration benefits their specific > objectives. First, understand their perspective. Here's my 7-step influence > framework: 1. Build Relationships: It all starts here! 2. Excite them with data & ROI: Facts and figures win hearts. 3. Collaborate on strategy & vision: Involve them in the process. 4. Set clear, actionable goals: Everyone needs a north star. 5. Plan & Assign with timelines: Structure breeds clarity. 6. DACI chart: Define roles and avoid confusion. 7. Internal comms & relationships: Nurture connections & celebrate wins.

You're right, it's an operational beast! I use a multi-project checklist with: * Projects & communication plans * DACI charts for each project * Preferred communication styles & schedules But the real game-changer? Building relationships: * 1:1 meetings with PMs & leaders: Connect early for smooth sailing. * Effective 1:1s: Prepare agendas, actively listen, offer support. Bonus: Remember, be enthusiastic, passionate, and data-driven to build relationships, so things run smoother when it gets intense.