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LaShaun Williams

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

January 12 @ 9:00AM PST
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Observable VP, Marketing, LaShaun Williams on Stakeholder Management
Top Questions
How do you find overlapping interest/commonality with product management that goes beyond wanting to connect the product to the customer?
LaShaun Williams
LaShaun Williams
Observable VP, Marketing • January 12
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 Management partners. Behind product execution is product strategy, behind product strategy is a product vision, and that vision is ......Read More
343 Views
1 request
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
LaShaun Williams
Observable VP, Marketing • January 12
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 revenue-first mindset. Businesses exist to make money. One of the first questions I ask myself about any launch is "how can we l......Read More
375 Views
1 request
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
LaShaun Williams
Observable VP, Marketing • January 12
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 where I think they need improvement. While some failures are a result of non-performance, many help surface areas for improvem......Read More
771 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
LaShaun Williams
Observable VP, Marketing • January 12
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 timeline, I take this approach:  Communicate early, openly, and as often as possible. That way, folks don't feel out of the l......Read More
310 Views
1 request
What is your advice for building trust virtually, especially in the first 90 days of a new role?
LaShaun Williams
LaShaun Williams
Observable VP, Marketing • January 12
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 projects forward, and the first 90 days is a great time to lay strong foundations.  Here are the three actions I take very ......Read More
437 Views
2 requests