AMA: Persona Head of Product Marketing, Evelyn Ju on Stakeholder Management
November 16 @ 10:00AM PT
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It is one of the most important partnerships. There is a shared goal around enabling sales to sell by telling a consistent narrative and connecting with ideal customers t...
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PMMs here in general have regular meetings with Product, CS, and Sales to support ongoing product launches, facilitate internal training, and gather customer feedback. Ho...
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As a product marketer, what are some examples of the types of insights you used to gain insight from internal stakeholders?
Specifically types of questions that work best to draw out the information you need.
In general, I would bucket the insights we need into a few different categories: for team planning and priorities, customer insights, and feedback on specific messaging o...
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The focus is on product education and differentiation, essentially helping your customers understand why they should continuously choose your product over others througho...
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How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
What format do you present the messaging for review by internal stakeholders?
It’s important to set expectations up front in terms of what you are trying to accomplish, why it’s important and how it will be used. It’s easy for messaging related dis...
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Invest and focus on learning new things — specifically anything that can help you better understand the business/product/customer or pick up new skills, whether it’s rela...
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What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?
What are the best ways for establishing good communication, trust, and buy-in across departments?
If you are at a smaller company with little or no structure, it’s a great opportunity for you to build the foundation from scratch. It can be a daunting task, but inactio...
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How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
Like most cross-functional work, the most important thing is to build trust and establish shared goals early on. Instead of delegating work, involve them in your process,...
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What strategies are you using to align stakeholders around customer priorities?
Since Product Marketing touches so many areas of the business, this role is oftentimes in the best position to lead a VOC process.
The key is to first align on the framework for making decisions (e.g. market opportunity, customer retention/expansion goals, revenue impact, etc. and how you prioritize ...
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It’s always difficult to navigate tense relationships. It’s important not to take this all upon yourself. If you are looking to help, I think the first step is to assess ...
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