How to get everyone aligned on a decision making framework? Usually, everyone including engineers wants to get involved on strategy/marketing piece on what we want to communicate. How do we make sure people follow and understand it?

This is a similar answer to a prior question. There are two parts to your question that I’ll address separately.  Get stakeholders aligned on a decision making framework: treat each stakeholders like one of your “personas”. Understand their role, what their pain points are and what their goals are. Do a 1:1 with them, interview them and find out how you can help them and work with them. Once you have a clear idea on how to deliver value to them, incorporate that into how you work with them, mess ...Read More

Getting everyone aligned on a decision making framework can definitely be tough, especially in fast-paced environments. I've had my share of projects where we kick-off with a thoughtful RAPID, only to have that fly out the window as we get into crunch time.  That said, when decision frameworks have persisted through projects, it's usually because we've 1) had full buy-in from the named Decider (in the RAPID framework I tend to use) and 2) have been consistent in reinforcing the framework with ea ...Read More

There's nothing wrong with engineering/UX/CSM etc getting involved in launch/pricing decisions (for eg). The key is to: establish parameters of what types of decisions need input and what can be done independently create a forum for opinions to be expressed determine and announce who the actual stakeholders are have a specific window in which feedback can be given So if youre doing a product launch for eg.   Setup a working group recurring meeting involving all possible stakeholders. Use that to ...Read More

Trust is definitely the most important factor here. Everyone thinks they know how you should do your product marketing job: what assets you should deliver, how to create the sales pitch, what should go on the website, etc. If you've shown that you have been successful doing this in the past, in the way that helps your colleague meet their own goals that relate to you, then you will earn the trust that you need (even if only to say "no" and make it stick). I find there's a strong element of marke ...Read More

I find the root cause of this problem is a lack of trust. Everyone wants to get involved because either they don't feel like their voice will be heard otherwise or because they don't trust what has been delivered in the past. This is a tricky problem, but here's how I'd break it down: Product Marketing has a responsibility to clearly articulate and hold themselves accountable to delivering on their promise to the organization, full stop.  Spending time with, listening to (really listening to), a ...Read More