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AMA: Retool Head of Product Marketing, Kevin Garcia on Stakeholder Management

October 6 @ 10:00AM PT

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How do you work with channel owners? Oftentimes there is conflict when product marketing doesn't agree with channel owner strategies, however it's a PMM's job to ensure marketing meets higher lever strategic objectives for a launch.

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

Excellent. Let's respond to this from the channel owners perspective (I promise it's to build empathy, not to be annoying). If I'm the channel owner, there are a few reas...

822 Views

2 requests

As a product marketer, I run multiple projects simultaneously. In such a scenario, stakeholder management becomes an operational task. Is there a checklist that you follow to ensure efficiency?

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

Totally empathize with this! When projects start to creep into the "dozens of stakeholders" size, you end up with a lot of work just keeping people updated. Some golden r...

684 Views

2 requests

How do you align internal stakeholders as a product marketer?

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

Product marketers have to work with a lot of stakeholders! I always recommend two strategies for keeping internal stakeholders aligned—and they both require consistent wo...

431 Views

3 requests

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

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

This will vary depending on how large or small your company and PMM team are, but let me share a few frameworks to keep in mind for different scenarios. Early-stage star...

815 Views

2 requests

As a product marketer, how do you build trustworthy relationships with Sales leadership and Sales?

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

I find that trustworthy relationships with Sales leadership and Sales teams require a few key ingredients: The Sales team believe that you will be honest The Sales team ...

416 Views

3 requests

Who owns the website strategy within your org? PMM, Demand Gen, Design, etc? Assuming all are involved, but curious about who drives for you. Which models work well?

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

I've seen this play out a few different ways: PMM owns content, Design owns design/dev, Marketing ops owns analytics/reporting PMM owns content, Web team owns design/dev...

2519 Views

2 requests

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

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

Oh, geez, I have a LOT of failures to learn from! One of my biggest failures to date was during my time at AdRoll. I was leading PMM and we had a product launching in the...

691 Views

2 requests

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?

Kevin Garcia•

Anthropic Product Marketing Leader • 3y

EVERY company I've ever worked for, the engineering releases were mostly... not on time. And before you think that's a dig, let's levelset. Product development is hard. ...

648 Views

2 requests