AMA: Amplitude Director, Product Marketing, Nate Franklin on Stakeholder Management
January 26 @ 10:00AM PST
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Amplitude Director, Product Marketing, Nate Franklin on Stakeholder Management
Top Questions
Nate Franklin
Hex Head of Product Marketing • January 25
Love this question! Definitely a daunting task for any PMM. Here are my top three suggestions: 1) Incorporate customers 2) Get sellers to present 3) Make it a competition. Incorporate Customers - This can be hard to do but it will go a long way to making it land. In the past, I've done this with......Read More
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How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Nate Franklin
Hex Head of Product Marketing • January 26
I see those as different skills sets and usually different teams but I don't think there are strict lines in between them. Product Marketers should own the story, the core positioning and messaging, the surrounding context / thought leadership and GTM strategy. Ideally there are counterparts in i......Read More
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Nate Franklin
Hex Head of Product Marketing • January 26
The best way to manage stakeholder input is to start with a project plan or institutite a cadence that has specific points for stakeholders to provide input. Otherwise, as I am sure most PMMs have experienced, it comes in all over the place and in moments where it's not helpful. For example, wh......Read More
391 Views
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Nate Franklin
Hex Head of Product Marketing • January 25
I'm glad you asked about KPIs. As Product Marketers, we don't have the luxury of a single metric or even a couple metrics. We own the health of the story & vision our company is selling. I say health intentionally. It's not just that we own the story (we do) but we also need to make sure it's lan......Read More
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Nate Franklin
Hex Head of Product Marketing • January 26
You have to align on what priorities you are working on and when. I even suggest having a sort of PMM roadmap. If you can get that agreed to at the leadership level then it will be a lot easier to have conversations with your stakeholders across teams. There are always going to be firedrills you......Read More
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Nate Franklin
Hex Head of Product Marketing • January 25
Love this question. I believe that a major difference between successful PMMs and those who struggle is their relationship with the Sales org. Here are some ideas that can help you build trust with sales: 1. Help win a deal - This might mean some busy work creating slides, joining a call ......Read More
1188 Views
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Nate Franklin
Hex Head of Product Marketing • January 25
Friction with stakeholders definitely comes with our jobs. While it can be stressful, frustrating and evening maddening, ultimately I think it also makes us better PMMs. That's my biggest suggestion for how to approach these situations. Ask yourself what can you learn from their pushback? A few ......Read More
1179 Views
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