AMA: Gusto Head of Product Marketing, Core Product, Leah Brite on Stakeholder Management
April 28 @ 10:00AM PST
View AMA Answers
Gusto Head of Product Marketing, Core Product, Leah Brite on Stakeholder Management
Top Questions
What advice do you have for navigating multiple stakeholders with conflicting feedback when creating sales enablement?
I have one stakeholder who really should only be an inform but is acting like a decision-maker, and the conflicting feedback I'm getting is prolonging the creation process 5x. I've also got a design team that needs a lot of handholding, which is difficult for me since it's not my specialty.
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
A few things come to mind to try: 1. Create a brief for the sales enablement assets upfront. Succinctly outline what your objectives are in priority order, who the target audience is, and some brief details on what’s important and likely to appeal to them. 2. This brief is also a great......Read More
1022 Views
3 requests
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
We break down product marketing’s work into four buckets and work with product as follows during each of the phases: 1. Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market......Read More
8897 Views
3 requests
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
Here are a few things to think about: 1. Consider how you are briefing in the work to get alignment upfront on the ask and the criteria. 2. Related, bring them along on the insights journey to empower them to design in a way that will hit the mark for your target customers. Link them t......Read More
419 Views
3 requests
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
A variety of tools can be helpful in getting stakeholders aligned on the marketing strategy – the key to them all is that they are based on data and customer insights. When you are articulating your strategy, provide links to supporting research, personas, shopper journey’s, etc. These should art......Read More
795 Views
3 requests
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
In my experience, it depends more on the actual people you work with vs the function. I have had both incredible sales and product partners that understood the big picture, were always down to collaborative and problem solve together, and where we could openly talk about areas of disagreement. Th......Read More
495 Views
3 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?
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
My advice is to separate the ship and launch functions. In my experience when they are paired together, there is so much unproductive internal thrash when eng encounters delays and all the downstream teams have to re-adjust their plans. Instead, group new products and features into larger campaig......Read More
623 Views
2 requests
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
One of the most important things that PMM can do to drive cross-functional alignment (whether remote, hybrid, or in-person) is to keep the customer at the center of the conversation. By operating as a customer evangelist, we can bring data-driven, customer-centric stories to the forefront and get......Read More
360 Views
3 requests
Upcoming AMA's
Adobe Head of Product Marketing (APAC), Jeremy Wood on Influencing the C-Suite
August 13 @ 10:00AM PST
Register
ThoughtSpot Senior Director of Product Marketing, Christine Sotelo-Dag on Stakeholder Management
August 7 @ 10:00AM PST
Register
Quickbase VP of Product Marketing, Sarah Din on Influencing the C-Suite
July 31 @ 10:00AM PST
Register
Show All