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

February 21, 2024 @ 10:00AM PT

How do you influence people who are not aligned on the same objective (a different team with different goals) to move the needle on an interdisciplinary project?

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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

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4 requests
How do you format and share your messaging with stakeholders?

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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 visualiz ...Read More

3,548 Views

4 requests
As a product marketer, I run multiple projects simultaneously. In such a scenario, stakeholder management becomes an operational task. Is there a checklist that you follow to ensure efficiency?

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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 i ...Read More

2,926 Views

4 requests
Have you ever considered using a stakeholder empathy map? How much time and resources went into it? And how often do you think a product marketing team needs to refresh it? Thanks

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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.

2,723 Views

3 requests
What marketing tools (e.g. personas, buyer journeys, sales playbooks, etc) have you found most effective in getting stakeholders aligned on marketing strategy?

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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.

2,095 Views

5 requests
What has been the greatest accomplishment made when you’ve had to influence others without authority and did it make things easier for you when you needed buy in on other projects?

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

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 ...Read More

2,712 Views

4 requests

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

View AMA Answers

How do you influence people who are not aligned on the same objective (a different team with different goals) to move the needle on an interdisciplinary project?

How do you format and share your messaging with stakeholders?

As a product marketer, I run multiple projects simultaneously. In such a scenario, stakeholder management becomes an operational task. Is there a checklist that you follow to ensure efficiency?

Have you ever considered using a stakeholder empathy map? How much time and resources went into it? And how often do you think a product marketing team needs to refresh it? Thanks

What marketing tools (e.g. personas, buyer journeys, sales playbooks, etc) have you found most effective in getting stakeholders aligned on marketing strategy?

What has been the greatest accomplishment made when you’ve had to influence others without authority and did it make things easier for you when you needed buy in on other projects?