Stakeholder Management

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?
15 Answers
Kristen Ribero
Kristen Ribero
Greenplaces VP MarketingJuly 18
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ...Read More
2341 Views
12 Answers
Jennifer Ottovegio
Jennifer Ottovegio
Narvar Fmr Director of Product MarketingOctober 17
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear.   For every product or feature launch, I create a go-to-market checklist that includes timeli...Read More
2483 Views
9 Answers
Jennifer Ottovegio
Jennifer Ottovegio
Narvar Fmr Director of Product MarketingOctober 17
  To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil...Read More
1853 Views
How do you get the Csuite team to buy into a new pitch deck?
I just joined a new company, and their pitch decks are AWFUL and the sales teams are losing deals because of poor pitches. I'm working with a few key stakeholders to create better pitch decks, but several CSuite team members are apprehensive about trying something new because we'll be filing for IPO soon. They'd rather be consistently bad, then differently good.
6 Answers
Eric Petitt
Eric Petitt
Glassdoor Senior Vice President MarketingMarch 17
If I was an exec at your company, I’d want to understand what is awful about this pitch (share research, client feedback?), what evidence you can provide that it is hurting my business (do an a/b pilot?), and what you think good looks like (comparative/competitive examples?). If you brought that ...Read More
1071 Views
17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b...Read More
9973 Views
How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
10 Answers
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingSeptember 13
Quick answer: Data. Bring them snippets of real customer conversations or data points that they haven't seen from customer interviews, surveys, CSAT, NPS, customer service feedback - you name it. This will show the value of talking to customers, and will leave them wanting more.  To be even mo...Read More
2025 Views
5 Answers
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
Here are 4 ways this can be mitigated:  * There’s always a reason why you don’t agree -- when you can get to the data and root cause driving the disagreement -- then you start to build bridges to get back on the same page. Instead of disagreeing, a good response is to keep asking “why”...Read More
1399 Views
2 Answers
Jason Perocho
Jason Perocho
Amperity SVP, Head of MarketingDecember 21
That's great that you have not dealt with office politics! Those who navigate office relationships the best are empathetic, authentically themselves, and have a vision of what they want to do. 1. Be Empathetic - Everyone has their challenges inside the office and at home. Successful people ...Read More
621 Views
1 Answer
Pratik Gadamasetti
Pratik Gadamasetti
Google Global PMM Lead, Google AI MarketingApril 2
Similarly to influencing stakeholders without authority on an XFN project, there are a series of steps you can take gain stakeholder alignment at the C-Level on a decision, project, or set of approvals. 1. Develop a DIN framework Start by developing a DIN (Decide, Input, Notify) framework...Read More
2960 Views
4 Answers
Thomas Dong
Thomas Dong
NetSpring VP of MarketingDecember 8
Whoever controls the budget for the website owns the strategy, and that is typically Demand Gen since the website is the foundation of digital marketing. However a corporate website serves many different audiences and purposes, thus the role of the web manager is to coordinate the requirements of...Read More
1492 Views