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Francisco M. T. Bram

AMA: Albertsons Companies Vice President of Marketing, Francisco T. Bram on Stakeholder Management

September 6 @ 10:00AM PST
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Albertsons Companies Vice President of Marketing, Francisco T. Bram on Stakeholder Management
Top Questions
How do you show the responsibilities (and value) of product marketing to executives and beyond? How do you differentiate product marketing's role from other marketing teams (demand gen, content, etc) to your organization?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
Product marketing is the process of taking the right product to the right market with the right narrative at the right time. Key stakeholders within an organization should look for product marketing to help inform them on what market segments or industry verticals the business should prioritize. ......Read More
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What's a good way to approach decisions that UX/design feels they should own vs. Marketing feels they should own?
I've seen this quite a few times when it comes to brand related items both in terms of developing and brand keeping guidelines, as well as tone of voice where design has assumed they should have a stronger say.
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
It starts by establishing a common ground. This means talking to UX Design Leaders and Marketing leaders and understand how each defines their Role and Responsibilities. Then compare the two and look for areas of overlap or ambiguity that can lead to potential conflict. Present those areas to ......Read More
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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?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
I don’t use a particular checklist however I always like to build a stakeholder matrix. This is a framework that allows me to keep track of all stakeholders, their role in the project, their responsibilities, and the frequency of communication I need to maintain. I start by identifying all direct......Read More
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How do you build better relationships with product? I feel like this is the most complicated relationship out of all cross-functional partners. How do you constantly stay aligned?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
First, invest time into learning the product. Great PMMs understand that the best marketing comes from true product knowledge. They understand the competitive landscape, the product's advantages, and weaknesses. This information is essential to establish credibility with your product team. Then, ......Read More
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My role sits at the intersection of brand marketing and product marketing. What do you say to those (on both sides of the field) who say product marketing isn't or shouldn't be "part of brand"?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
Marketing has we know it, has existed since the late 1800's with the invention of the first mail product catalogue. Tiffany's Blue Book was the first mail-order catalogue in the United States that really set the standard for product-driven marketing. During this time, Marketing was both product, ......Read More
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As a product marketer, how do you build trustworthy relationships with Sales leadership and Sales?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
For B2B organizations, PMMs need to prioritize two types of relationships, clients, and customers. Clients are the stakeholders that will use benefit from the work PMMs develop (e.g., marketing assets, narrative, positioning). Customers are the stakeholders that will use the product PMMs are laun......Read More
269 Views
3 requests
Do you have any success/failure story to share around how you managed to influence a difficult stakeholder? Lessons learned?
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • September 7
This is a great question, at times we’re quick to talk about successes but very few share examples of failures. We all failed at some point and we probably learned the most from it. No matter how good of a leader you are, there will always be stakeholders that can be difficult to interact with or......Read More
384 Views
3 requests