Building diverse working relationships with different stakeholders across the organization is one of the most critical secret powers of a successful product marketer. Doing that not only gives you access to information and knowledge, but it will also help you collaborate more effectively on major projects. Here are the tops internal relationships you need to master:
- Product managers - think about this relationship like a true marriage, and your children are the products you bring to market together (and raise them to become successful adults). Trust, honesty, and open communications are key to success here.
- Growth & content marketers - these are your partners in driving demand for your products. Make sure they are educated and excited about new product capabilities and work with them to design high-impact campaigns.
- Sellers and sales leaders - I don't believe you can be successful as a PMM if you're not engaged with the sales team regularly. Hear what's working and what's not, work with them on new tools to drive deal velocity, learn from them about the competition, and help them win. Invest here and build relationships from the individual rep level to the regional VPs and revenue leaders.
- Customer success - If you're in SaaS, driving cross-sell and up-sell revenue from existing customers is as important as generating net new dollars from your product. Customer success are your partners in driving customer interest and engagement.