How do you get buy-in from regional teams for a product launch when they don't view the product that you're launching as relevant for their market?

Answer

5 Answers

Launch Channels Launch Strategy Building a Product Marketing Team

Jeremy Wood

Adobe Head of GTM Strategy, APAC & Japan • 1y

This is a great and highly relatable question as I've been a product marketer both at HQ (central) as well as in the region and this has happened frequently! As a 'central' product marketing team rolling out a product or solution in to the regions I think the first thing thats really important is to value the expertise of the regional PMM's. One of the core responsibilities of these teams is their regional market knowledge and expertise! They know the market best and also know what solutions/pro ...Read More

5,619 Views
Susan "Spark" Park

Pinterest Director of Product Marketing | Formerly Meta (Facebook), Spotify, Google, Monzo • 6y

I love this question. Instead of trying to convince them, I would listen to their concerns and try to alter the product to make it relevant, especially if the market has a strong track record of being right. If you can’t make the feature requirements in time to do so, cut the market from the launch. There’s no need to enter a market (translation resourcing, training etc) if you don't have stakeholder buy-in. You will have more time to focus on other markets with more opportunity. Also, nothing w ...Read More

2,418 Views
Amanda Groves

Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y

I always start with Why. Why don't the regional teams find that product valuable? Who exactly and what data (quant/qual) do they have to support it isn't valuable? Start with asking more questions - then present defensible proof points (from customer's who've adopted/expressed interest in the product) via case studies, utilization data, rev gen, etc - to show the value. Customers are the ultimate aligner, use their stories to get buy in where doubt has been cast.

293 Views
Roopal Shah

Guidewire Software Vice President Product Marketing • 6y

Putting on my PMM hat, I think it really depends. A few things to consider first: (1) is the product officially GA in their market? (2) how much "add on" stuff does the region need - whether it's customers configuring or ISVs/SIs filling the gap, to meet their needs? (3) have things like localization been factored in - e.g. if your product can only support US English content - how is it going to work in France or Japan? (4) try to understand why the sales team is thinking it's not relevant - ...Read More

496 Views
Teresa Haun

Zendesk Senior Director, Technology Marketing and Communications • 5y

This question is very similar to this other answer so sharing my answer from there here too: At Zendesk, the vast majority of our functionality is global so almost every launch is a global launch. We determine the general approach and strategy that we think should work across all regions, but then partner with regional teams to understand how they may want to adjust specifically for their areas. Our regional teams localize pretty much everything, including campaigns and assets, so they’re determ ...Read More

962 Views