AMA: Atlassian Head of Product Marketing, Jira and the Jira suite, Claire Drumond on Stakeholder Management

January 25 @ 10:00AM PST

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Atlassian Head of Product Marketing, Jira and the Jira suite, Claire Drumond on Stakeholder Management

Top Questions

As a product marketer, how do you handle design disagreements on something you're working on with your designer?

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25

I yell at them! Just kidding. Design is a visual representation of your positioning & messaging. If there's a disagreement, I find it often comes from a different understanding of either your positioning, your audience, or how you want to show up against competitors. To solve a disagreement with......Read More

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What approach do you take to build internal consensus among stakeholders when you have limited data to prove/disprove an idea?

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25

Customer feedback and journey mapping. There's always data available, it just may not always be the data your stakeholders want. In those scenarios, I always default to customer feedback. 1. Customer feedback: I find that reviewing messaging & positioning, new webpages, you name it, ......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?

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25

Building a strong relationship with product requires level-setting on your goals first and foremost. Just like any relationship, you need to take the time to really understand each others strengths and look for ways to compliment each other. In my best relationships with Product, our mantra is O......Read More

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How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?

Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25

I think the most effective model here is the hub and spoke, (while remembering the wheel is the most important). * PMM is the center of the wheel, setting the strategic direction along with their product counterparts. * PMM should be aligning on business goals, developing competitive and ......Read More

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How do you balance getting feedback and buy-in with different stakeholders and resolving key differences while keeping the lift light?

The more input you ask for, the slower the process is to get stuff done, but the feedback and buy-in is valuable

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • January 25

I have a new hack for this: it's called Loom. I swear I'm not trying to promote this product, but marketers gonna market ;) Seriously though, Loom has been a game changer for us to keep tight feedback loops, stakeholders informed, and identifying when there needs to be a deeper dive on an area ......Read More

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