AMA: Demandbase VP Product and Industry Marketing, Jackie Palmer on Stakeholder Management
August 22 @ 10:00AM PT
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👋 Jackie Palmer
I am an accomplished product marketing leader with 20+ years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert at cross-functional team building, bridging the technical and non-technical divide.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
How often and when do you typically get feedback on collateral from the teams that will use it?
I've found that it's valuable to get feedback from 1-3 reps on a high-quality first draft, and sometimes, even the final version to ensure it will work for the team it's using it, but it often takes more time than I'd like
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Getting feedback on assets and collateral from stakeholders is a key part of Product Marketing's job. What I like to do is create a tiger team of people you can count on....
1299 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
It's never an easy task to get buy in from stakeholders if you are still working on building up authority and respect but what goes a long way is having an open mind and ...
539 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Getting a variety of feedback from a variety of people is the best thing you can do to influence and persuade teams. I always like to poll multiple teams and different le...
1201 Views
1 request
Knowing that people in different functions and different levels of leadership often need different approaches to storytelling in decks, docs, and shareouts for key strategic projects, do you have any tricks for thinking through whether it's worth the work to "reskin" docs and decks for these diverse stakeholders?
I suppose with executive level comms, it's more obvious, but how do you manage work that's in-flight that requires as many as 5 PMs, in addition to analysts, designers, marketers, and more? How do you keep people "in the loop" at the right level of fidelity without opening up a can of worms and adding complexity? A DACI model is great, but has its limits.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
If you're trying to assess whether you need multiple versions of an asset like a first call deck or pitch deck, the best thing to do is to sit with the different groups o...
448 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
This is a tough situation because if you are at the design phase, you probably already have an idea of how you want something to look. The designer however can bring a di...
435 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
The relationship between Product Marketing and Product Management is often the most important relationship you can have as a product marketer. The best thing to do here i...
526 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
It's important to build up a cross-functional product launch team and follow a consistent launch process as much as possible. While you're right, the stakeholders and pro...
591 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Whether PMM is new or established, the relationship with Product is key! I'll repeat my response from one of the other questions as I think it applies here as well:The re...
573 Views
2 requests
How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?
Any tips for setting expectations and not losing team’s trust while ensuring we have a timeline to work towards?
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
A delayed product release is sometimes the most difficult thing for a product marketer to deal with as you've likely (ideally) started a product launch process early and ...
732 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Managing up and managing down require the same key ingredient for success - communication! If your direct reports are under-performing, it is best to alert upper manageme...
1003 Views
1 request
As a product marketer, what are some examples of the types of insights you used to gain insight from internal stakeholders?
Specifically types of questions that work best to draw out the information you need.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Some types of questions I like to ask to gain insight and feedback from internal stakeholders are:Where would you use something like this?Who could you see benefitting fr...
727 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
I always say that Product and Sales should be the two best friends of Product Marketing! And I would say they both have their times when they are hard to work with or nee...
567 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
As I've answered on a few other questions, I have a set of things I like to do to build meaningful relationships with key stakeholders. These are key whether you are just...
602 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
A difficult or opinionated stakeholder is sometimes the hardest thing but something you all likely encounter in your product marketing career. If you have the luxury of t...
566 Views
1 request