AMA: Dropbox former Director of Product Marketing, Dropbox Core, Eileen Reyes on Influencing without Authority
February 11 @ 10:00AM PT
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BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
I completely agree that PMMs are highly cross-functional and often broadly scoped. The common trap I’ve seen us fall into is that of “peanut-buttering”, spreading ourselv...
8819 Views
4 requests
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
First off, don’t expect it to happen quickly or by brute force. Gaining influence requires trust which can only be built over time. Start with a few small wins to establi...
2412 Views
4 requests
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
There are pros and cons to any PMM reporting structure, with no perfect solution. My experience has mostly been with a PMM team that reports into a marketing leader and d...
2815 Views
2 requests
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
This is where DACIs (or RACIs) decision-making frameworks are critical. At a projects inception, it’s important to agree with senior executives on who the single final ap...
1337 Views
2 requests
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
The quarterly planning process is critical in order to set expectations up-front about what product marketing can and cannot tackle. Ideally as part of that process, each...
1888 Views
2 requests
How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
Market research is the most powerful tool for influencing product. I recommend applying your marketing skills to your internal stakeholders in the same way you use them f...
10317 Views
3 requests
How do product marketing key stakeholders from other departments change as your company grows?
Ex) <10 employees you meet with CEO and Head of Product—how does this change when you're 100, 500, 1000 employees?
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
I can only speak to the change from ~1000 → 3000+. As a company grows, the number of stakeholders grows along with it. That shouldn’t be a surprise. What I’ve also learne...
1845 Views
3 requests
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
Of course Product Managers are wary. They don’t know what “influencing the product roadmap” might mean and everything about it signals a loss of their control and autonom...
5101 Views
3 requests
How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
Product marketers often end up in the position of “dotted line” managers/stakeholders for many functions — design, writing, research (to name a few). What’s worked for me...
9338 Views
1 request