AMA: Google Head of Marketing, Google Maps Platform, Madeline Ng on Stakeholder Management
December 21 @ 10:00AM PT
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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?
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
The short answer is that there are more, and the desires each stakeholder has become more specific! Essentially, as companies grow they have the opportunity to bring in m...
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Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
Start by understanding your stakeholders. What are their overall goals? What are their concerns regarding your proposal? And who in your organization influences the decis...
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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.
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
First off, great job on finding a problem and bringing people together to fix it! I'd suggest having a little bit more curiosity and empathy around why the CSuite members...
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Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
Your best play is to show up with an insight backed by data. I think many product marketers over-index on the product and not the market and you have an opportunity to br...
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How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
At my current company, these roles are different and lean on the different skills that you mention! That said, at smaller organizations, or even smaller marketing organiz...
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Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
Here's what I have done in the past, but your mileage may vary based on your company. Quarterly: Meet with leadership in your go-to-market teams, product teams, and marke...
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Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
The best way to identify the stakeholders is to identify the success metric for the launch, and then figure out who is directly responsible for hitting that metric. Typic...
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Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
This is an interesting one where I'd want to understand more. Is the innovation slowdown temporary? What is the cause or strategy behind it? What are the expectations on ...
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