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Daniel Waas

Daniel Waas

VP Product Marketing, AppFolio

Content

Daniel Waas
Daniel Waas
VP Product Marketing
What are some ways you navigate the pivot from engaging with colleagues from a place of collaboration and ideation towards a stance of execution and accountability as deadlines approach?
We're actually in the middle of a project like that. For major launches with large cross-functional teams, there is a point of transition when you, as you say "pivot towards a stance of execution". Some thoughts on how to prepare for that point and then make the transition. I'm putting this is se...more
3 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
How to establish credibility and trust in people around you?
That's a great question and actually my answer to some of the other questions asked today. The way to influence without authority is to build credibility and trust. My thoights on how to do that overlap with many of my other answers but here they are in summary: * Get to know your colleagues an...more
5 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
Responsibility without the authority - that seems to be the position of quite a few Product marketers. How do you manage people who don't necessarily report into you? This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
You will need to win their respect and trust. To do that you need to...  * know your stuff * be humble * give ample positive feedback * understand their agenda and help them advance it * take personal responsibility for everything that goes wrong, and emphasize the team contribution over...more
2 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
PMMs are typically tasked with a broad scope, balancing both strategic & tactical work and serving as the X-functional glue across multiple teams. How do you combat burnout for your team?
* Set boundaries and clear expectations with the various stakeholders you work with. Don't commit to crazy timelines. If a crazy timeline is unavoidable, communicate what you will have to trade off.  * Create a culture of trust with your team by being your authentic self, being a good ...more
4 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
How can I gain influence with Product, especialy around input into their roadmap, when they're used to operating without a PMM?
See my answer to a similar question on this page. You'll need to build trust and rapport with them and you do this by knowing your stuff, bringing unique insights, and having a well thought out perspective on key industry challenges. You keep overdelivering until your PM counterparts understand t...more
2 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
How do product marketing key stakeholders from other departments change as your company grows?
Regardless of the size of the organization, there will always be a marketing and a product leader. They are your critical partners. Even in very large organizations with a matrix structure, you will still typically have these leadership roles for each business segment. As the organization grows t...more
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Daniel Waas
Daniel Waas
VP Product Marketing
Product Managers can often times be wary when hearing that Product Marketers want to "influence the product roadmap." How do you recommend tackling this common problem?
You need to earn your seat at the table by repeatedly bringing fresh insights and a distinct point of view to the table. To influence product strategy and the roadmap you need to take a broader view of your market and the customers than your friends on the product management team. Invest in a dee...more
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Daniel Waas
Daniel Waas
VP Product Marketing
How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?
I have led product marketing teams that reported into marketing and others that reported into product. I've been reorganized from one to the other twice. I don't find it makes all that much of a difference. You'll need to work harder to build strong relationships with the "other" team. Your respo...more
3 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
How do you drive culture change with market research?
I'd say lead the way. Use a traditional PMM responsibility like refreshing your buyer personas as a reason to kick off a joint research project and pull in your partners from the product and design team. Set up customer interviews. Get outdoors and do a workshop. Have some fun with it. Bribe them...more
4 Saves
Daniel Waas
Daniel Waas
VP Product Marketing
How do you prioritize your product marketing projects and still make time for ad-hoc requests?
There are many answers to this question depending on how large your team is, how much budget you have, etc.  Some pointers: * Get clear on your goals for your product marketing team (even if it's just you) and how they ladder to the business goals.  * Build an annual plan. It's surprisin...more
3 Saves
Credentials & Highlights
VP Product Marketing at AppFolio
Product Marketing AMA Contributor
Influencing without Authority
Lives In Santa Barbara, CA
Work with Daniel
Sr. Product Marketing Manager of Customer Growth.
Remote - US
Sr. Product Marketing Manager, Affordable Housing
Remote - US
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