How do you approach an environment where there has been no formal launch process and make sure you get the buy-in from engineering and product management?
This is especially a problem in smaller, owner-led companies who don't realize they need product marketing and/or an official launch process. Thanks!
1 Answer
Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • July 31
I actually don't have much experience with this, I'm sorry! I wonder if you should just start rolling out / following a lightweight launch process to show-not-tell how it can help? I'm getting an error that my answer is to short so I am typing more but again, I haven't really experienced pushback on having a launch process in the past.
1346 Views
Related Ask Me Anything Sessions
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Stakeholder Management
May 22 @ 10:00AM PST
Skilljar Director of Product Marketing, Sonia Moaiery on Stakeholder Management
Glean Head of Product Marketing, Paloma Ochi on Stakeholder Management
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Amanda Groves
Enable VP of Product Marketing
Michele Nieberding 🚀
MetaRouter Director of Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Jackie Palmer
ActiveCampaign VP Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Susan "Spark" Park
Monzo Director of Product Marketing
Sahil Sethi
Freshworks Vice President - Global Product Marketing
Christine Sotelo-Dag
Close Head of Product Marketing
Candace Marshall
Zendesk Senior Director of AI Product Marketing
Related Questions
Many companies are product, sales, marketing, or value driven (i.e. cultural values play a role in actual decision making across the board). In your experience, what has been the main function/stakeholder to lead, and how has that impacted your role as a marketing leader?For a new product launch that is under development, when is the right time to start planning and meeting with the different channels?How does your product marketing team usually work with your product team? As a product marketer, what are some examples of the types of insights you used to gain insight from internal stakeholders? How would you approach the scenario when you're new to a team and coming onboard knowing that you're being charged with reprioritizing marketing's initiatives to align with current company objectives, which will translate into a reduction of support with BAU & legacy projects - and likely not go over well with key stakeholders? Thanks!! How do you manage people who don't necessarily report into you?