How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?
This one changes a lot depending on the stage of growth the company is in. In terms of the where the biggest leverage comes from, at earlier stages, these lines will blur, and supporting player/coach contributors tends to drive scalable outcomes. At scale, having clear hand-offs and defined roles and responsibilities, and reporting structures that identify accountable teams will help drive outcomes.
I tend to think of responsibilities, and structure teams in 3 areas (with lots of healthy overlap):
GTM Strategy, market research (competitive and market), product alignment
Positioning and messaging, content, campaigns
Field enablement, customer signal, win/loss etc.
Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck.
Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter to your stakeholders. Talk about what's next. And worked, what didn't. Be authentic and show focus, passion, accountability and commitment!
Related Ask Me Anything Sessions
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Adobe Head of Product Marketing (APAC), Jeremy Wood on Building a Product Marketing Team
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