Stakeholder Management

4 Answers
Katherine Kelly
Katherine Kelly
Benchling Head of Product MarketingJuly 30
One of the best alignment tools we rolled out in the last two years was a messaging source document. This document includes overview / background on the market, description of the thing we are launching or marketing, details of the audience and related personas, etc. This document can be used by ......Read More
1341 Views
1 Answer
🟧 Hugo H. Macedo 🟧
🟧 Hugo H. Macedo 🟧
PandaDoc Advisor & Investor | Product Marketing Expert | B2BFebruary 22
There is no right answer. It depends on the strategy - if it's more driven by self-service (PLG) or sales. In sales-driven organizations, sales bring revenue and, therefore, have a lot of power. This is even more true if there is a CRO (Chief Revenue Officer) that oversees Sales and Marketing. O......Read More
1 Answer
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingFebruary 21
Stakeholder buy-in is crucial for successful messaging - I dedicate a whole chapter to this in my book, The Pocket Guide to Product Launches. Here's my approach: 1. Share the Plan: Start by outlining the core messaging elements. This could include any market or customer insights,target audience,......Read More
963 Views
5 Answers
Francisco M. T. Bram
Francisco M. T. Bram
Albertsons Companies Vice President of MarketingSeptember 6
I don’t use a particular checklist however I always like to build a stakeholder matrix. This is a framework that allows me to keep track of all stakeholders, their role in the project, their responsibilities, and the frequency of communication I need to maintain. I start by identifying all direct......Read More
529 Views
2 Answers
Jason Perocho
Jason Perocho
Amperity SVP, Head of MarketingDecember 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
410 Views
3 Answers
Daniel Waas
Daniel Waas
AppFolio Vice President Product MarketingApril 6
My biggest accomplishment was in a prior role at a different company for a SaaS product. I was able to persuade the product and executive leadership team to invest in a redesign of the user experience of a product that had become stale compared to new entrants in the space. Redesigns can be a har......Read More
450 Views
3 Answers
Harish Peri
Harish Peri
Okta SVP Product MarketingDecember 13
Its always good practice to have a stakeholder map. The goal of this document (which I prefer to keep at at individual level) is to remind yourself of who should be included in decisions such as launches, campaigns, sales motions, pricing, web changes etc. Information you need in this could be: ......Read More
1798 Views
6 Answers
Jeff Beckham
Jeff Beckham
Gem Head of MarketingMay 6
Every enterprise sales rep wants to sell more, faster. The most valuable PMMs I’ve worked with are experts on their product, market, customers, and competition. Individual sales reps don’t have time to track these things at the level of detail PMMs do, but require smart talking points to be succe......Read More
725 Views
8 Answers
Manav Khurana
Manav Khurana
New Relic Observability Product GMOctober 10
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals.    To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
2183 Views
Who do you rely on as a marketing leader for advice?
Consider: Career Coach, Peers outside company, Peers at company, Others?
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 15
It depends what I am solving for. 1. My network: I have friends who are seasoned marketing professionals that I seek for guidance when necessary. 2. My LI network: I reach out to industry experts (that's right, LinkedIn is more than a job search platform!) on LinkedIn to have informat......Read More
192 Views