AMA: Highspot Vice President Product and Customer Marketing, Jarod Greene on Stakeholder Management

August 10 @ 9:00AM PT

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How do you show the responsibilities of product marketing (and differentiated value from other marketing teams) to executives and your organization?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

I author a Product Marketing Playbook at the start of each year and use it in every interaction with my team, peers, and executive leaders. It clearly lays out what Produ...

3114 Views

1 request

Do you have any success/failure story to share around how you managed to influence a difficult stakeholder? Lessons learned?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

So much of Product Marketing is about information and invisible influence. The challenge is that while Product Marketing doesn't own Product, Marketing, Sales, or Service...

936 Views

2 requests

How to identify stakeholders of a certain product launch? And if the stakeholders change in the process (either some roles become less vital with launch activities pushing forward or vice versa), how to manage that?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

Product Launch is where all the magic happens. So many stakeholders have both vested interests and points of view of how the launch should be executed, but only Product M...

608 Views

2 requests

What marketing tools (e.g. personas, buyer journeys, sales playbooks, etc) have you found most effective in getting stakeholders aligned on marketing strategy?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

I find that the development of a Go-to-Market Playbook is a really good exercise. While it may feel antiquated in a digital world, writing down your positioning statement...

2817 Views

2 requests

What advice do you have on stakeholder mgmt for small PMM teams (i.e. 1-3 ppl) that are coupled with larger, growing stakeholer teams (i.e. sales =15-25; CS = 20-30; Product = 8-12; marketing = 5-10)?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

While it might be easy to find industry standards on the number of PMMs per stakeholder team, I find the better marker to be the number of products in the portfolio, segm...

308 Views

3 requests

How is the PMM team structured at your company - by product line, segment, by function or by objective (ie. revenue retention, product engagement, etc)?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

I've seen organizational structures of all types over the last 10 years and have grown to appreciate a function with clear roles and responsibilities. The most common con...

9707 Views

3 requests

How do you prevent burnout leading PMM in a hypergrowth company? Product Marketing is asked to do a lot by Product, Marketing and Sales which can be exciting but challenging. How do you prioritize?

Jarod Greene•

Vivun Chief Marketing Officer • 3y

It's hard and it's an area I am still working through. So much is asked of PMM and there's a natural desire as a connecting function to say "yes" to everything so in orde...

1327 Views

2 requests