Product Marketing
Product Marketing Stakeholders
Product Marketing Stakeholders
Freshworks Sr. Director of Enterprise Marketing • 1mo
You need to first bucket individuals into groups and understand their motivations. Below is typically how I group practitioners:1. The ClimbersThe Vibe: They mention thei...
473 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Track message pull-through — you've nailed it when executives are saying your phrases naturally, thinking it was their own idea, and when those messages show up in sales ...
251 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Don't fight it — give stakeholders a better version of AI that's grounded in your PMM knowledge, such as synthetic personas built on your research.You can't tell people y...
250 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Knowing whether you're having a 'feelings' or a 'data' conversation — reading the actual conversation you're in, not just the agenda.The underrated skill is being able to...
241 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Monitor customer feedback and sales team signals for staleness, and watch for collateral sprawl as a sign of inconsistent execution rather than a need for a new narrative...
246 Views
Upcoming AMAs
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Validate messaging with customers, bring stakeholders along on the journey so they feel heard and bought in, and treat the narrative as a living document that evolves ove...
250 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Over-communicate consistently and calibrate between informational updates and live discussions — you're only over-communicating if people explicitly tell you to stop.The ...
259 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Managing expectations through consistent over-communication, a tiering framework, and regular cross-functional check-ins is the foundation of keeping stakeholders aligned...
238 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Ground your feedback in objective, measurable launch readiness criteria — and pair the tough feedback with a compelling vision of what a great launch could look like.When...
243 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Understand who the ultimate decision maker is, know their motivations, and present information in a way that gives them everything they need to make a call.When an execut...
249 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Leadership is influence, not ownership. Be an opinion people want, not one they're forced to get.PMM not owning much of anything is actually what makes the role great. Th...
244 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Use customer evidence, intuitive logic, and options as your currencies when you lack formal authority.When you're not the decision maker, you still have powerful tools:
...
246 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Use multiple 'currencies' — intuition/logic, customer evidence, and options — to influence stakeholders when you don't have decision-making power.As a PMM, you have sever...
248 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Listening and gathering context is key — when everyone has access to the same information, they tend to come to the same conclusions. PMM has an opportunity to push peopl...
235 Views
ServiceNow Product Marketing Lead | Formerly Freshworks, ServiceMax • 1mo
Pre-mortems work well when they're set up for success. Here are a couple of ideas that work for me: 1. Align on what you're going after before the pre-mortem. Circulate t...
214 Views
Salesforce CMO - Next Gen Platform • 1mo
I'll be honest — we drink our own champagne on this one. We use Tableau for all of our core marketing dashboards — campaign performance, web engagement, pipeline — and it...
1785 Views
Freshworks Sr. Director of Enterprise Marketing • 1mo
In large enterprises, narrative alignment usually breaks because of silos, not a lack of talent. True alignment requires a "Single Source of Truth" (SSOT) doc, which is t...
464 Views
Salesforce CMO - Next Gen Platform • 1mo
Keeping the field aligned when your narrative is evolving every few months requires real infrastructure, not just good intentions. We lean heavily on Slack — it's where o...
1794 Views
Salesforce CMO - Next Gen Platform • 1mo
Honestly, I've leaned all the way in. I've built about 15 agents now that handle everything from spinning up new messaging to drafting positioning for new features as the...
2094 Views
Freshworks Sr. Director of Enterprise Marketing • 1mo
As I am new in seat, I spend the most time with our ABM team to think about how to effectively orchestrate campaigns across a diverse array of campaigns.The field and pai...
1893 Views
Head of Product Marketing | Formerly Apollo.io, Zendesk, LiveRamp, Nielsen • 1mo
I’m assuming this question is focused on what happens AFTER the new pricing or packaging is already decided on, and now you need to roll it out to customers. P&P chan...
361 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 1mo
Building relationships with stakeholders involves recognizing their unique perspectives, goals, and challenges. It’s about actively listening, building relationships, and...
476 Views
Head of Product Marketing | Formerly Apollo.io, Zendesk, LiveRamp, Nielsen • 1mo
Difficult stakeholders are usually a symptom of misaligned goals or missing context, not personality issues*. I focus on trying to understand their motivations and identi...
417 Views
Head of Product Marketing | Formerly Apollo.io, Zendesk, LiveRamp, Nielsen • 1mo
Short answer - just do it. Long answer - having customer and market evidence is gold because it takes you out of the realm of opinions and into the closest thing you can ...
409 Views
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo
One of the most underrated ways PMMs build upward visibility is through analyst relations. Not because executives read Gartner reports (though they do), but because the A...
227 Views
Watershed Head of Marketing • 4y
First of all: patience. Lots of it. :) As you start to unravel the history of the relationship, you’re likely to find norms that were established so long ago that no one ...
473 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3mo
I love this question because I think prioritization is a crucial aspect of business success (not just PMM). Ultimately, it comes down to communication. If you think of th...
369 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3mo
If I understand this question correctly, it's about balancing the AI hype with the realities of the business. There's some truth to the AI hype and everyone should have a...
380 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3mo
This is a great leadership move from my perspective. As a marketing leader, you'll only as good as your team. You can hire good people and create the environment for them...
390 Views
Inngest Head of Marketing • 4y
Interests: What kind of questions do you want to answer?
This is just my personal take, and probably oversimplified, but if you're driven by optimization questions like "...
479 Views
Rippling Product and Content Marketing • 6mo
The main channels I use are: sales calls, customer conversations, competitive intel, market research, and industry trend reports. These are all places where you're hearin...
2801 Views
Altruist VP of Marketing • 5y
I answer a similar question further on, but at a high level a great way to preview the roadmap is part of annual or quarterly account health checks. In the past I’ve had ...
1689 Views
Okta Director, Product Marketing • 6mo
Nothing beats actually talking to customers.You can have all the dashboards and surveys in the world, but there’s no substitute for getting out in the field and hearing f...
1323 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 4mo
For me, what definitely doesn’t work is trying to influence the roadmap through force, volume, or last-minute urgency.Coming in late with strong opinions, especially once...
173 Views
KiwiQ.AI Head of Marketing & GTM • 1y
Most significant product launches are time-bound. Key factors can vary from:
The typical match with a product's Beta or GA launch
Size and impact of the launch: priorit...
959 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Career & Leadership Coach/ Former Director, Product Marketing • 4y
We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with produc...
16370 Views
Etsy Director of Seller Product Marketing • 4mo
Definitely! Influencing the product roadmap is really about helping teams make better decisions and tradeoffs on behalf of your customers’ problems and needs, not just ab...
640 Views
Iterable Head of Product Marketing • 6mo
Lead with passionate curiosity and ask follow-up questions rather than immediately sharing your own perspective.I call this approach "going two levels deeper" - whenever ...
377 Views
Etsy Director of Seller Product Marketing • 4mo
This is such a great question! I’ve been lucky to work with some incredible research and analytics partners at Etsy, and I’ve learned a lot from them about how to build l...
423 Views
Etsy Director of Seller Product Marketing • 4mo
This can be a tricky balance, but an important one! I would start with the customer problem before jumping into any recommended solutions. Strong recommendations clearly ...
875 Views
Clay Head of Product Marketing • 6mo
I want to start with this question because I think it will be the most comprehensive in answering how I think about this area of PMM work. To me, there are two different ...
14304 Views
How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 4y
First, I try real hard to let go of my ego and temporarily forget about the past (e.g., how I worked with demand gen in another company). Every company’s marketing depart...
4594 Views
What does your weekly reporting in Lifecycle (post signup) look like?
What relevant KPIs are shared with other teams?
Treasure Data Director of Product Marketing • 5mo
For me, weekly lifecycle reporting is not about celebrating vanity engagement or reacting to every blip. It’s about answering one question consistently:Are new customers ...
434 Views
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
For product marketing to be most helpful, the more “upstream” you can get involved the better. This means partnering with product from the earliest stages—when whitespace...
721 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
Ownership of customer feedback varies depending on the stage of development, organizational structure, and quite frankly just bandwidth of various team members at any giv...
592 Views
Iterable Head of Product Marketing • 6mo
I use different AI tools for specific purposes and have created custom agents to extend product marketing's impact across the organization.I've developed several AI appli...
379 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
The turning point came when I was brought into the roadmap planning process and asked for ongoing feedback as a market expert.The shift happens when your relationship wit...
432 Views
Iterable Head of Product Marketing • 6mo
Evaluate competitive features against your strategic priorities rather than reflexively responding to every competitor move.When advocating for features that competitors ...
384 Views
Iterable Head of Product Marketing • 6mo
Focus on a 6-month roadmap horizon, as longer timeframes aren't realistic in today's rapidly changing technology landscape.If anyone is asking for a solid, committed two-...
347 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 6mo
Stay on top of market trends and establish a systematic process for gathering customer feedback.First, use AI tools to stay informed about what competitors are doing and ...
407 Views