AMA: Udemy Former Director of Product Marketing, Grace Kuo on Stakeholder Management

I love telling a good story...: Background: For internal stakeholders, you really have to set context/background. We are in the weeds with planning day to day for a specific launch or initiative, but you can't expect internal stakeholders to be the same. To help drive messaging home, set the right context.  What's the problem? Paint the problem that you're trying to solve, but sometimes what works best isn't just a statement of "We are trying to improve the checkout process..." but tell them a s ...Read More

The key thing for messaging frameworks that are shared with your org is know your audience. As PMMs, we are often creating different messages for different audiences. When you share your framework, be clear on how to use the messaging, and for whom the messaging is created for.  i.e. Whenever I prepare a launch, I always label the messaging the SALES team should use in talking to prospects, messaging Customer Success should be using for customers, key value props for Marketing, etc. For Leadersh ...Read More

Be thoughtful and get to know them (processes, workflows, areas of focus, etc.) Often it can be jarring as a new PMM to go straight to providing (sometimes unwarranted) feedback to your PMs, Designers, Engs. Get to know them first and understand the background of the project/product so that you show you care about context and their way of work. Build credibility by providing thoughtful approaches to how you operate as their partner. When you do provide them with feedback, help them understand th ...Read More

Great question and something I deal with on the daily!  Ad-hoc requests:  Set expectations: Be clear with the requestor on timelines (why you can't get to it immediately, etc.) and try to let them know when you can get to it.  Gauge importance of the request. If it's HIGH priority for your VP, CEO, etc. or something essential for a key initiative, then quite possibly you'll have to get to it sooner. Ask questions: On top of how important it is, ask how the request will be utilized, or who it's g ...Read More

Have a plan...and SHARE IT.  1. Stakeholder Management Milestone Meetings: I often share roadmap/GTM plans at key meetings like Sales Management meetings, CS team meetings etc. So that it shows you have a plan and are top of the launch. This should happen during development, beta, pre-launch, and at launch!  2. Weekly Updates: Here at Udemy I send out a weekly status update on key areas of the business. This again brings visibility and pro-active communication on status. 3. Weekly PM meetings: H ...Read More

A RESOUNDING YES! (And by dippin your toes, I mean understanding their function and collaborating - not try to run their show. Let the subject matter experts do their thing, but make sure you are integrated in their planning and ensure these teams are working together.) I believe in order to truly be effective and impactful as a Product Marketer, you have to not only have an understanding of other key functions that you work with but partner closely with these functions. By understanding other k ...Read More

Give customers high level visibility, set expectations, but show them you value their feedback! 1. Roadmap: Build a deck that gets CUSTOMERS excited! Show them that (hopefully) the things they've been asking for is coming. Give them a high level understanding on strategy and focus. 2. Messaging: Give your CS or Sales team messaging to use when customers ask for specific timelines. i.e. "Here at ORG NAME, we are fluid in our development so timelines often change. We will do our best to be proacti ...Read More

Great question. Because your resources are limited, you have to focus on the high priority items and bring visibility into what you do!   1. Classify your launches: We use the classification of A, B, C, and X. A's and B's require PMM attention 100%! Work on high priority launches 2. Evangelize PMM: Do a roadshow of what Product Marketing does and its impact for key teams within your organization (i.e. product meetings, sales meetings, CS, leadership etc.) This presentation should include: - GTM ...Read More