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Influencing the C-Suite
Marketing Ops / Demand Gen Alignment
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Stakeholder Management
Stakeholder Management
5 Answers
Tamara Niesen
WooCommerce CMO • December 5
Understand how each of you are wired. Personality tests are helpful here, especially as it relates to how someone makes decisions, and how they like to receive or give feedback. And then, I prefer to rip off the bandaid, meet face to face (screens are okay too) and share objective feedback. If yo......Read More
823 Views
4 Answers
Kathy O'Donnell
Gong EMEA Marketing Director • December 20
As an EMEA-based marketer working for a US-based company, building successful partnerships across the wider marketing org has always been critical to my success and that of my team. Whether that be partnering with the centralised paid search team to drive successful search campaigns, influencing ......Read More
1102 Views
4 Answers
Erika Barbosa
Counterpart Marketing Lead • January 18
I’m going to approach these questions from the perspective of a product-led growth (PLG) startup (my current position). The reason for this is because I could answer this question in several ways based on many factors. This will help me not have to just say, “it depends”. :) If you are curious ab......Read More
346 Views
7 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 18
I love this question. When you’re a small company, the stakeholders are a pretty small group: You’ll work with a small number of sales reps who generally serve similar customer groups and operate using the same sales strategy. As a result, the type of demand gen work you have to do is generally p......Read More
3036 Views
7 Answers
Abhishek GP
Freshworks Senior Director - Global Demand Generation • July 27
My role evolved as the organization grew from $100 mil ARR to ~4X the size today. In earlier days, our GTM motion was primarily PLG. I was measured on Qualified Traffic as a leading KPI, and Trial volume and Sales CVR% as the lag KPIs. Today, we have a twin GTM engine - PLG & Direct Sales model. ......Read More
1797 Views
6 Answers
Tamara Niesen
WooCommerce CMO • December 5
This is a bit tricky, especially if the feedback provider is an exec. One of the tactics that has helped me in the past is to outline what is in scope versus what is not. Be clear on this and have your approvers align to it. When suggestions that are out of scope and could impact your timelines, ......Read More
989 Views
4 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 18
This is a tricky one! First, you should assume that both stakeholders have good intent and that they’re willing to work together to resolve the issue. It’s critical to go in with a positive mindset! Then, try to create a shared fact base so that you’re all working from the same data. Once you hav......Read More
2626 Views
5 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 18
We care a lot about clarity, both for our customers and our internal teams. So it’s important for us to build clarity into every step of the planning process: * First, we align on goals: We don’t start any project until the team is aligned on the project’s goals and how they ultimately ladd......Read More
2362 Views
4 Answers
Erika Barbosa
Counterpart Marketing Lead • February 22
Aligning internal stakeholders can be challenging, but also rewarding and necessary. When you think about career growth, this is one skill that will level you up. Why? It’s human nature to have opinions and perspectives that we hold strongly. Sometimes these opinions may not be the project driver......Read More
696 Views
5 Answers
Kexin Chen
Salesforce Vice President, C-Suite Marketing • April 25
I think the best way to gain insights from internal stakeholders is to: 1. Ask them directly. It's easy to jump into transactional work and I like to have an initial meeting where I spend a few minutes to understand their priorities, how they define their personal and team's success, ho......Read More
607 Views