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Jarod Greene

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

August 10 @ 9:00AM PST
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Highspot Vice President Product and Customer Marketing, Jarod Greene on Stakeholder Management
Top Questions
How do you show the responsibilities (and value) of product marketing to executives and beyond? How do you differentiate product marketing's role from other marketing teams (demand gen, content, etc) to your organization?
Jarod Greene
Jarod Greene
Vivun Chief Marketing Officer • August 10
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 Product Marketing does for the business and more importantly, what we don't do. That extra step is really important because our disc......Read More
736 Views
1 request
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
Jarod Greene
Vivun Chief Marketing Officer • August 10
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, value proposition, unique selling position, personas, competitors, ideal customer profile, competitors, customer stories, and......Read More
508 Views
2 requests
How is the PMM team structured by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?
Jarod Greene
Jarod Greene
Vivun Chief Marketing Officer • August 10
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 configuration (and the one I've had the most success with) is where I can have a leader for Core Solutions (your revenue generatin......Read More
1443 Views
3 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
Jarod Greene
Vivun Chief Marketing Officer • August 10
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, segments served, geographies, or even industries. Small teams can pack a mighty punch if swim lanes are clear and roles and respons......Read More
264 Views
3 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
Jarod Greene
Vivun Chief Marketing Officer • August 10
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 Marketing has an end-to-end view of the product, go-to-market team, and the external market, so is best positioned to champion t......Read More
342 Views
2 requests
Do you have any success/failure story to share around how you managed to influence a difficult stakeholder? Lessons learned?
Jarod Greene
Jarod Greene
Vivun Chief Marketing Officer • August 10
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 Services - we are expected to serve these teams with equal rigor and depth. It's what makes our function both fun and challenging, and......Read More
350 Views
2 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
Jarod Greene
Vivun Chief Marketing Officer • August 10
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 order to prove our value. The reality is if everything is important, nothing is important, so a Product Marketing superpower to dev......Read More
813 Views
2 requests