Eileen Buenviaje Reyes

Market research is the most powerful tool for influencing product. I recommend applying your marketing skills to your internal stakeholders in the same way you use them f...

Product marketers often end up in the position of “dotted line” managers/stakeholders for many functions — design, writing, research (to name a few). What’s worked for me...

I completely agree that PMMs are highly cross-functional and often broadly scoped. The common trap I’ve seen us fall into is that of “peanut-buttering”, spreading ourselv...

Of course Product Managers are wary. They don’t know what “influencing the product roadmap” might mean and everything about it signals a loss of their control and autonom...

There are pros and cons to any PMM reporting structure, with no perfect solution. My experience has mostly been with a PMM team that reports into a marketing leader and d...

First off, don’t expect it to happen quickly or by brute force. Gaining influence requires trust which can only be built over time. Start with a few small wins to establi...

The quarterly planning process is critical in order to set expectations up-front about what product marketing can and cannot tackle. Ideally as part of that process, each...

I can only speak to the change from ~1000 → 3000+. As a company grows, the number of stakeholders grows along with it. That shouldn’t be a surprise. What I’ve also learne...

This is where DACIs (or RACIs) decision-making frameworks are critical. At a projects inception, it’s important to agree with senior executives on who the single final ap...