Stakeholder Management
Atlassian Product Marketing Leader • May 14
In enterprise sales motions, the biggest loss and delay reason is often inaction. That means PMM’s greatest value is helping customers make a decision across the buying j...
1755 Views
HiredScore Head of Product Marketing • 3y
This is definitely a challenge most PMMs see themselves in. I typically find success when I work the challenge from both ends. If the executives cannot disagree and commi...
272 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
ABM is targeted and in support of the Sales team. Obviously there's more nuance to it, but I think of it as much more mid-funnel exercise. You already know the 20-100 or ...
375 Views
Former SVP of Product Marketing at Quickbase • 3mo
First 30 days...listen. Talk to sales, talk to customers, talk to product. Understand how deals are getting done today without PMM, because something is working or the co...
679 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Honestly, there's no single framework because every situation is different. If there's a natural way to bundle launches into a bigger story, I'll always take it. But if i...
421 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Sales is sitting on a goldmine of customer insight: the actual pains, the real objections, the words customers use, what's clicking and what's not. Your job is to uncover...
420 Views
Salesforce CMO - Next Gen Platform • 1mo
One of the things I appreciate most about Salesforce is the V2MOM framework — Vision, Values, Methods, Obstacles, Measures. It sounds like a planning doc but it's really ...
1833 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Honestly, just help. Look around for what needs doing, raise your hand, and get it done. Early on, you build trust by being the person who shows up and delivers. And the ...
457 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
The biggest thing is building a real partnership with your PM. Not just a weekly check-in, but a relationship where you're in the room when decisions happen. If you're ne...
1145 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Over-communicate constantly, maintain regular cross-functional check-ins, and ensure decision-making accountability is always clear — especially when things change.When p...
233 Views
Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 1mo
StrengthsFinder is a valuable resource because it helps you understand and double down on your authentic strengths, which is foundational to genuine influence.Because PMM...
257 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Run a roadshow to get everyone on the same page, ensure they have the right collateral, and address collateral sprawl proactively as a signal of inconsistent execution.Wh...
224 Views
Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 1mo
Choose one front at a time, set clear expectations about your order of operations, and build credibility in one area before expanding to others.When you're the first PMM ...
227 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Find the teams that want to be successful, make them successful, and let those wins attract others — don't try to win everyone over at once.In engineering-driven organiza...
250 Views
Salesforce CMO - Next Gen Platform • 1mo
The fastest way to build trust is to just show up and do the work. Early on, I look for opportunities to partner on something — a launch, a campaign, a sales play — and l...
1819 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Show stakeholders something concrete and observe their reaction — people reveal what they truly care about when responding to real work, not broad questions.The currency ...
256 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
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Lean into AI by creating PMM-informed bots and context windows that scale your team's expertise and make it accessible to stakeholders.At GitHub, the team has gone beyond...
248 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Building trust — because the things you need from cross-functional partners are rarely their top priority, and trust is what gets them done.Building genuine interpersonal...
237 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
Salesforce CMO - Next Gen Platform • 1mo
One thing I've found really effective is bringing all the stakeholders into the same room at the same time. When everyone hears each other's feedback live, it cuts down o...
1807 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
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 1mo
Aligning cross-functional stakeholders starts with defining shared goals that we can all works towards. Clear roles and responsibilities help reduce confusion and keep ev...
1670 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
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Reframe executives as people trying to navigate their roles, and position yourself as someone who helps them succeed.The perspective on executives changes as you gain exp...
239 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
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 1mo
Build trust, find the right executive sponsorship, and focus your energy where you're explicitly welcomed and can make an impact.In engineering-driven organizations, not ...
255 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Data is table stakes, but understanding the motivation behind your cross-functional partner's feedback is equally important for knowing how to respond.Always have a stron...
232 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
Freshworks Sr. Director of Enterprise Marketing • 1mo
Currently leading Enterprise Marketing at Freshworks, we are building much of these out now. Some that I've found quite productive include:Airtable: This will house an in...
467 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
Okta Director, Product Marketing • 1mo
We're dealing with this right now, and it's tough. With AI, many of us are moving at a speed we don't get to choose; it's set by whatever news or release the big AI compa...
578 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
Intuit Group Product Marketing Manager, Industry Solutions • 1mo
Of course, the classic answer is sales, marketing, and product — and that's always true. But the nuance is that every organization is different, and you need to figure ou...
401 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?
Appcues Director of Product Marketing • 6y
I just started my new role a few months ago and am looking to see what others do, and take best practices. Any chance you have examples of your PMM updates that you can s...
2246 Views
Persona VP of Marketing • 4y
It’s always difficult to navigate tense relationships. It’s important not to take this all upon yourself. If you are looking to help, I think the first step is to assess ...
467 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 4mo
I don’t think the question is whether PMM creates a roadmap deck, but how that roadmap shows up in real customer conversations. In practice, the roadmap itself matters fa...
200 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?
Close Head of Product Marketing • 4y
Our product marketing org strucuture is made up of 6 groups. Most of our groups are aligned directly to product, and how product strucutres their org. So each product gro...
4173 Views
Airwallex Product Marketing | Formerly Cisco, Airtable, Slack, Credit Karma • 7mo
One of the best pieces of advice I got from an old manager was, "It's a no but not a just no." And that's helped me and my team a ton when trying to manage expectations. ...
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6 Views
Shopify Senior Product Marketing Lead • 8mo
Great question! I bombed a few executive presentations early on by going too deep into the weeds. Now I always ask myself: "If they had only 2 minutes to hear this, what ...
2208 Views
DocSend Vice President Sales • 7y
Having worked well with Product Marketing in the past (and as a sales leader) sales can be admittedly tough to generate buy-in. However, sales is needy and tends to make ...
466 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 1y
AI is currently more useful for preparation and synthesis than for actual stakeholder influencing.We use AI similarly for consolidating notes and summarizing feedback. Fo...
540 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 8mo
Balancing alignment with avoiding “too many cooks in the kitchen” really comes down to clarity of roles, and for me, that starts with a DACI (Yes, I’m obviously a big fan...
2400 Views
The Knot Worldwide Marketing Consultant | Formerly Meta, Strava, eBay, Nextdoor, TeamSnap • 11mo
"Feedback is a gift" as people like to say and it certainly can be. However, to ensure feedback doesn't spiral into an endless cycle of differing opinions and back and fo...
559 Views
Inngest Head of Marketing • 1y
Very. I work with my executives to identify when we think it's reasonable to launch (whatever it is—a product, content, a new positioning narrative, etc), and when that d...
643 Views