Lauren Hakim

Group Product Marketing Manager, Zendesk

Content

Zendesk Group Product Marketing Manager, Lauren Hakim on Go-To-Market Strategy

June 19 @ 10:00AM PST

View All AMA's

What are some examples of different projects that Product Marketing Managers at different levels would own? For example, a PMM vs a Senior PMM vs a Director of Product Marketing?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

This can certainly vary depending on the company! Here are some examples of areas that would be owned by different product marketing levels based on my experience: Messaging & Positioning * PMM: Crafts messaging and positioning at capability/feature level with some coaching * Sr. PMM: Dr......Read More

8428 Views

How do you communicate product marketing achievements upwards and build visibility?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

Great question. At Zendesk, we do a lot of monthly/quarterly syncs with product leadership, sales leadership, marketing leadership, etc to discuss top programs and communicate achievements. Quarterly business reviews are another great way to share top wins and learnings. We also leverage suppleme......Read More

1615 Views

What are some of the best ways to begin becoming a more influential PMM?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

Product marketers have to work and communicate with a wide variety of stakeholders to push ideas and initiatives forward. Influence is critical for PMMs to be effective, and that comes with building trust. Invest time in understanding your stakeholders’ needs and pain points to help you determ......Read More

1566 Views

What advice do you have on stakeholder mgmt for small PMM teams (i.e. 1-3 ppl) that are coupled with larger, growing stakeholer teams (i.e. sales =15-25; CS = 20-30; Product = 8-12; marketing = 5-10)?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

PMM sits at the intersection of these various stakeholder teams and keeps them aligned. No matter how big or small your company is, you likely have similar stakeholders that you need to manage and communicate with. To be effective, product marketing needs to have a voice across the company. I’......Read More

1511 Views

How to identify stakeholders of a certain product launch? And if the stakeholders change in the process (either some roles become less vital with launch activities pushing forward or vice versa), how to manage that?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

Product launches take a village to execute successfully! Start by defining your launch goals and plan. This will make it easier to identify your stakeholders, which can include individuals or groups that will be involved in the launch execution and/or impacted by the outcome of the launch. At ......Read More

1435 Views

Knowing that people in different functions and different levels of leadership often need different approaches to storytelling in decks, docs, and shareouts for key strategic projects, do you have any tricks for thinking through whether it's worth the work to "reskin" docs and decks for these diverse stakeholders?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

Part of our jobs as PMMs is to drive alignment across teams of diverse stakeholders, all of which speak different languages, care about different things, and want to be approached in a specific way. When it comes to key strategic projects, I believe that tailoring your approach to meet the needs ......Read More

1351 Views

What is your advice for building trust virtually, especially in the first 90 days of a new role?

Lauren Hakim

Zendesk Group Product Marketing Manager • January 19

Great question! With a bit of extra effort, there are many things that can be done to forge relationships that build trust in a virtual environment. To do this successfully, invest time in getting to know your stakeholders and identify opportunities where you can add value and share your knowledg......Read More

872 Views

Credentials & Highlights

Group Product Marketing Manager at Zendesk