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Stakeholder Management

10 Answers
Mike Polner
Mike Polner
Discord Head of MarketingDecember 12
Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :)  In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More
2070 Views
What's your approach to competitive differentiation?
How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?
13 Answers
Thomas Dong
Thomas Dong
NetSpring VP of MarketingDecember 9
There are many stakeholders when it comes to competitive intelligence and aligning messaging and product strategy with competitive differentiation. I have found an effective model where PMM is the the driver, although any of the contributors could also drive. Regardless, it is a joint effort acro......Read More
810 Views
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
8 Answers
Kaitlin Yount
Kaitlin Yount
LinkedIn Senior Director of Product Marketing, TrustAugust 25
On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs of the product. A big part of the PMM role is Inbound - leveraging research and insights to influence product strategy. When a P......Read More
2427 Views
4 Answers
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More
535 Views
4 Answers
Marcus Andrews
Marcus Andrews
Pendo.io Sr. Director of Product MarketingJune 25
There are a number of ways we keep everyone up to date on the progress during a launch. Luckily at HubSpot we also have project managers to help us. I’ll say it, I’m not a good project manager. It’s another level of organization that I was just not born with. These people really help during this ......Read More
1610 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?
11 Answers
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate 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
1853 Views
9 Answers
Robin Pam
Robin Pam
Stripe Product Marketing LeadAugust 29
In an enterprise B2B business, you’ll often be working closely with customer success and product management on driving adoption post-launch. Marketing can provide air cover in the form of email nurture programs, relevant content, regular product update communications, and internal trainings. But ......Read More
5241 Views
5 Answers
Roopal Shah
Roopal Shah
Benchling Head (VP) of Global EnablementJanuary 23
What a great question. One thing I do in almost all my teams is run them in agile sprints - they can be two weeks, three weeks, or monthly depending on the speed of business. As part of this, one thing I ask my teams to do (and they have the autonomy to also not do this if it's a busy time) is to......Read More
347 Views
5 Answers
Mike Flouton
Mike Flouton
Barracuda Networks VP, ProductAugust 8
This is going to vary widely by organization, and you'll find Jr. PMMs doing the same work in one organization that a director or even VP would in another.  That said, as a general rule, the more junior PMMs typically take on more tactical work. This can take many forms, but content creation, gh......Read More
893 Views
5 Answers
April Rassa
April Rassa
Cohere Product MarketingApril 2
Build strong relationships with your product team. The product plan presents strategic goals and initiatives spanning a long timeframe. The release plan tracks specific phases of work that lead to the deployment of functionality or a major launch. This is usually much shorter than the product pla......Read More
808 Views