AMA: Observable VP, Marketing, LaShaun Williams on Stakeholder Management

January 12 @ 9:00AM PT

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How do you manage up vs. manage down and ensure that as a leader you remain on top of the organization when directs under-perform (so their non-performance is handled as it's own issue and not misconstrued as a management failure)?

LaShaun Williams•

Observable VP, Marketing | Formerly Figma, Abstract • 3y

This is a great question. In my overcommunication with leadership, I am very open about the skill levels of my directs, what I think they're currently capable of, and w...

832 Views

1 request

What is your advice for building trust virtually, especially in the first 90 days of a new role?

LaShaun Williams•

Observable VP, Marketing | Formerly Figma, Abstract • 3y

One of the most important outcomes of stakeholder management is getting buy-in, and that comes easiest when there's trust. Getting buy-in is absolutely critical to moving...

515 Views

2 requests

How do you communicate product marketing achievements upwards and build visibility?

It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?

LaShaun Williams•

Observable VP, Marketing | Formerly Figma, Abstract • 3y

Tying your work to tangible outcomes, specifically those related to product growth and revenue, and socializing it has worked well for me. Here's my approach: Have a rev...

440 Views

1 request

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?

LaShaun Williams•

Observable VP, Marketing | Formerly Figma, Abstract • 3y

Engineering timelines change for a variety of reasons. It's just the nature of the work. To help manage the expectations and emotions of others working on the marketing t...

354 Views

1 request

How do you find overlapping interest/commonality with product management that goes beyond wanting to connect the product to the customer?

LaShaun Williams•

Observable VP, Marketing | Formerly Figma, Abstract • 3y

Ask yourself what it really means to connect the product to the customer? You'll see that it's more than the features you build and launch alongside your Product Manage...

384 Views

1 request