AMA: Bill.com Senior Director, Product Marketing, Kevin Au on Stakeholder Management
February 23 @ 10:00AM PT
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A PMM has one of the most cross-functional roles in most organizations and developing those strong relationships with key stakeholders is critical. While there are many ...
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Throughout the project, you'll be getting feedback from multiple stakeholders (both internal and external). Everyone wants to be heard and having an open door policy is ...
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How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
At Bill.com, we work extremely close to our growth marketing teams. They are a critical partner as we launch and scale-up our growth. Both groups have their strengths. ...
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How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
What format do you present the messaging for review by internal stakeholders?
I develop a 1-slide messaging framework to clearly articulate the key messages. It has a few key items: 1) Key pain point / challenge you're looking to solve 2) Target s...
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It varies as you proceed in the various stages of the product development and GTM. For example, in the early product development phase, It is more ad-hoc where I rely hea...
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Product Marketing is one of those roles that can be very different from each organization. I find the most successful way to develop a strong relationship is to show val...
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