AMA: Zendesk Group Product Marketing Manager, Lauren Hakim on Stakeholder Management
January 19 @ 10:00AM PT
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Zendesk Director of Product Marketing | AI • 3y
Great question! With a bit of extra effort, there are many things that can be done to forge relationships that build trust in a virtual environment. To do this successful...
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Knowing that people in different functions and different levels of leadership often need different approaches to storytelling in decks, docs, and shareouts for key strategic projects, do you have any tricks for thinking through whether it's worth the work to "reskin" docs and decks for these diverse stakeholders?
I suppose with executive level comms, it's more obvious, but how do you manage work that's in-flight that requires as many as 5 PMs, in addition to analysts, designers, marketers, and more? How do you keep people "in the loop" at the right level of fidelity without opening up a can of worms and adding complexity? A DACI model is great, but has its limits.
Zendesk Director of Product Marketing | AI • 3y
Part of our jobs as PMMs is to drive alignment across teams of diverse stakeholders, all of which speak different languages, care about different things, and want to be a...
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Zendesk Director of Product Marketing | AI • 3y
Product marketers have to work and communicate with a wide variety of stakeholders to push ideas and initiatives forward. Influence is critical for PMMs to be effective, ...
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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?
Zendesk Director of Product Marketing | AI • 3y
Great question. At Zendesk, we do a lot of monthly/quarterly syncs with product leadership, sales leadership, marketing leadership, etc to discuss top programs and commun...
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Zendesk Director of Product Marketing | AI • 3y
Product launches take a village to execute successfully! Start by defining your launch goals and plan. This will make it easier to identify your stakeholders, which can i...
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Zendesk Director of Product Marketing | AI • 3y
This can certainly vary depending on the company! Here are some examples of areas that would be owned by different product marketing levels based on my experience: Messa...
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Zendesk Director of Product Marketing | AI • 3y
PMM sits at the intersection of these various stakeholder teams and keeps them aligned. No matter how big or small your company is, you likely have similar stakeholders t...
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