How do you think about “managing up” as your career develops (i.e. balancing demonstrating your strategy and seeking the necessary direction from leaders)?

Managing up is a huge part of being a PMM, especially when aiming for a leadership position. How this is done depends on where you are in your career and what is expected of you.

An IC Product Marketer needs to manage up and across, but I'd expect them to seek out specific direction from their manager and other key stakeholders more frequently than a senior manager or Director who should come with more developed plans and recommendations. That said, there are a few common themes that I would recommend regardless of current level:

1. Understand Your Leaders: Get to know your leaders' preferences, communication styles, and priorities. Do they want to be brought in early in a process for input or are they good just reviewing your project plan or goals?

2. Proactive Communication: Regularly update your leaders on your progress, challenges, and strategic direction. Be proactive in seeking their input and feedback, change happens constantly, your leader is your conduit to getting information quickly and making sure your work aligns to top-level goals.

3. Use Your Leaders to Prioritize: Don't look to leaders or stakeholders to tell you exactly what to do, rather use them to prioritize initiatives effectively. Go to them and say "How would you prioritize these X initiatives?" or "Which of these projects should I drop?"

4. Adaptability: Remain flexible and open to feedback from your stakeholders. Product Marketers are in the middle of A LOT of different teams and projects, you have to show that you are willing to adjust your approach and pivot when necessary. Digesting new information and addressing feedback is an important part of managing up.

5. Measure & Tie to Goals: It's easy to get lost in the execution as there is always more to do, but show leaders that you are tracking specific goals that relate to corporate initiatives and report back on progress.