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Lindsey Weinig

AMA: Twilio Sr. Group Manager, Product Marketing, Lindsey Weinig on Stakeholder Management

March 15 @ 9:00AM PST
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Twilio Sr. Group Manager, Product Marketing, Lindsey Weinig 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?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
I recommend making the effort and taking time to connect with the people behind the roles. Working so closely with people, but in an all-remote environment can be really challenging. I do this by asking about their weekends/vacations, remembering their family/pets/hobbies and asking about them. I......Read More
410 Views
1 request
What do you look for when you hire a Product Marketing Manager, Senior PMM and Director?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Each role, level, and business requires a some nuance for product marketing hiring, but I generally focus on a few key characteristics. * First, successful PMMs need to be able to prioritize in complex environments. Through ambiguity, constant change, and conflicting stakeholder pressures, ......Read More
1329 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?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Marketing your accomplishments is critical! It is epecially important to align leadership expectations with reality since product marketing roles and responsiblities can vary greatly from business to business or even across products/BUs.  My team and I address this in a few ways. First, we sha......Read More
764 Views
3 requests
As a product marketer, how do you handle design disagreements on something you're working on with your designer?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Whenever possible I try to have a customer-first, data-driven approach. We've used A/B testing, customer research, or referencing market standards to hash out disagreements in the past. If those aren't an option, but the decision is crucial to the success of the project, I recommend forming a RAP......Read More
448 Views
1 request
What is the best cadence for gathering stakeholder feedback in preparation for a launch?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
We tend to take a pretty standardized approach for leading launches with my team. First we do a kickoff meeting with key stakeholders/deliverable owners across sales and marketing where we cover the target persona, problem and positioning of the new launch (shared early as a pre-read too) includi......Read More
526 Views
1 request
What are some tried and true strategies to drive alignment cross-functionally for a remote team?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product Marketing • March 15
In my experience, preferences need to be considered here. I personally have found success by adopting a variety of strategies across communication channels and with varied cadence in order to cater to others' varied preferences.  First, we do a lot of writing; sharing plans, strategies, and ag......Read More
425 Views
2 requests