How would you prioritise your top stakeholders?

As a product marketer, you will have several stakeholders to work with. Their importance will vary depending on your goals (i.e., how you are being measured) and initiatives (i.e., who do you need to work with to get stuff done). As you review your key performance metrics (for example, pipeline generation, content creation, product launches, etc) you will have to map out the following: Stakeholders that you work with to get the job done; Stakeholders that are impacted by your work; Stakeholders ...Read More

Stakeholder priorities aren’t static, they should change based on company goals, your role, and where there are the biggest gaps. I always start by asking: "What outcomes am I responsible for? " Then I work backward to identify which teams or individuals are most critical to achieving those outcomes. For example, if I’m focused on a new product launch, product and sales leadership might be my top stakeholders. If the priority shifts to scaling adoption or driving more revenue, CS or demand gen m ...Read More

CEO Any co-founders If in SLG: Sales exec. If in PLG: Product exec Marketing exec If in SLG: Sales enablement person if they exist. If in PLG: Person in charge of acqusition/distribution I think it's important to note in the above that in a sales-led growth motion, my alignment with my sales exec is more important to me than my alignment with my marketing exec, even if I report into marketing. Hopefully the two are tightly aligned and it won't feel necessary to rank order the two, but I've found ...Read More

I always look for the folks within the organization who embody ALL of the below: They are the biggest contributors to the company success - the ones your CEO loves. There name comes up more than anyone else, all the time (you know the ones...hopefully that's already you ;) ) They are key to your success as a Product Marketer - they can enable or block - depending You respect the way they think, and they have relevant experience you believe will make you successful They know your audience either ...Read More

In general, I think prioritization is less about what asks are coming from your top stakeholders and more about prioritizing the team and company's top initiatives and the stakeholders that map to those initiatives. Simply put, PMM should be prioritizing the work that is the most meaningful and impactful rather than prioritizing people and their asks of PMM. Managing expectations though of your top stakeholders and being able to clearly communicate what you and your PMM team are working on is cr ...Read More