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Stakeholder Management

What are some effective strategies to inevitably influence the product roadmap rather than simply bringing that roadmap to market?

5 Answers

Lauren Culbertson

LoopVOC Co-founder & CEO • October 1

As product marketers, we can move from "tactical roadmap executers" to "strategic roadmap influencers" by leveraging the most important role we have: acting as the voice of the customer. It is our job to stay deeply in tune with what customers and prospects need, how our existing solutions meet t......Read More

805 Views

How do you influence people who are not aligned on the same objective (a different team with different goals) to move the needle on an interdisciplinary project?

3 Answers

Jason Perocho

Amperity SVP, Head of Marketing • December 21

Let's pull back from this question because it does not provide a great premise to build on. Every for-profit business has the same objective of making money profitably. Making money profitable can be further subdivided into business metrics around acquisition, which can be further subdivided into......Read More

442 Views

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?

4 Answers

Thomas Dong

NetSpring VP of Marketing • December 8

Whoever controls the budget for the website owns the strategy, and that is typically Demand Gen since the website is the foundation of digital marketing. However a corporate website serves many different audiences and purposes, thus the role of the web manager is to coordinate the requirements of......Read More

1340 Views

What are some of the best ways to begin becoming a more influential PMM?

4 Answers

Daniel Waas

AppFolio Vice President Product Marketing • April 6

Influence comes from repeatedly bringing fresh insights and a distinct point of view to the table. To influence product strategy and the roadmap you need to take a broader view of your market and the customers than your friends on the product management team. Invest in a deep understanding of you......Read More

784 Views

What are some ways you navigate the pivot from engaging with colleagues from a place of collaboration and ideation towards a stance of execution and accountability as deadlines approach?

(especially in complex projects with many stakeholders involved)

1 Answer

Daniel Waas

AppFolio Vice President Product Marketing • April 6

We're actually in the middle of a project like that. For major launches with large cross-functional teams, there is a point of transition when you, as you say "pivot towards a stance of execution". Some thoughts on how to prepare for that point and then make the transition. I'm putting this is se......Read More

679 Views

What tips do you have to manage unrealistic expectations with stakeholders and say no in the right way?

1 Answer

Linda Su

Salesloft Solutions Product Marketing Lead • March 19

Product marketing gets a ton of requests from other teams -- it's because we're very cross functional and on the positive side, valuable! However, you should always be prioritizing impact and quality over ad hoc work and quantity. Your time and skill set are valuable, so always protect it. Her......Read More

394 Views

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.

11 Answers

Dana Barrett

Tremendous VP of Marketing • October 15

You are 100% correct that the hardest part of a PMMs job is managing without authority. Often, PMMs rely on shared resources or centralized teams to get their job done. I have found three things work really well in managing without authority. They are all hard and take time, but they are effectiv......Read More

22793 Views

What is your process for collecting user feedback?

Do you use ever use NPS or any other survey style?

9 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conversation ratings, for example. We also do run NPS surveys, using survey apps integrated into our Messenger. Some of our product t......Read More

1162 Views

How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?

How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?

7 Answers

Emily Ritter

Front VP of Marketing • August 6

A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More

1791 Views

How do you structure your Product Marketing team?

10 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More

2182 Views

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