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AMA: Box VP Product Marketing, Alexa Schirtzinger on Stakeholder Management
July 22 @ 10:00AM PST
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Box VP Product Marketing, Alexa Schirtzinger on Stakeholder Management
Top Questions
How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?
What channel/form, what content do you include, formats, etc.
Alexa Schirtzinger
Watershed Head of Marketing • July 23
The thing I don't do is a weekly/monthly team-based newsletter. I find that these generally take a ton of work, aren't read by many people (we're all busy!), and can too easily veer into a kind of self-promotion that can build resentment within other teams. Instead, we generally focus on cross......Read More
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Alexa Schirtzinger
Watershed Head of Marketing • July 23
This is a tough one! I'd probably start with a simple start/stop/continue. So for exmaple: * STOP: One thing you might want to do is try to get the team out of “keep the lights on” mode. When product marketing is relegated to pushing launch after launch out the door and doesn’t have time ......Read More
468 Views
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Alexa Schirtzinger
Watershed Head of Marketing • July 23
First of all: patience. Lots of it. :) As you start to unravel the history of the relationship, you’re likely to find norms that were established so long ago that no one knows why they’re there. And with every new person who comes on board, you have the opportunity to start building new, more pos......Read More
334 Views
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Alexa Schirtzinger
Watershed Head of Marketing • July 23
A lot of it depends on the types of products you're marketing. Some teams can be easily organized into solution-based pods, so if you have a lot of products in your portfolio, you might have product marketers who focus on individual products reporting up to a solutions marketer, who represents a ......Read More
932 Views
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How do you get the Csuite team to buy into a new pitch deck?
I just joined a new company, and their pitch decks are AWFUL and the sales teams are losing deals because of poor pitches. I'm working with a few key stakeholders to create better pitch decks, but several CSuite team members are apprehensive about trying something new because we'll be filing for IPO soon. They'd rather be consistently bad, then differently good.
Alexa Schirtzinger
Watershed Head of Marketing • July 23
Bad content is so frustrating! I generally use one or all of these tactics when I’m facing headwinds like this: 1. Try to understand the cause. It sounds like what's behind the c-suite pushback is fear of change, and in my experience, CxOs (like the rest of us!) sometimes just need to b......Read More
352 Views
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Alexa Schirtzinger
Watershed Head of Marketing • July 23
Ah yes, the meeting trap! Unfortunately, my answer is that it depends -- on how mature your PMM team is, what your priorities and key projects are, and how you're structured. That said, a couple of guiding principles: 1. Keep it light. I try to let most meetings be ad-hoc or project-based, ......Read More
510 Views
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