Tag: entrepreneurship

Squeezed or integrated

FabrizioLeave a comment

There are two ways to do product marketing.

Reactive product marketing is when product marketing is squeezed between departments. Product marketing managers react to the needs of the other parts of the organization. When product releases a feature, product marketing has to find a way to communicate that feature. When sales targets a new type of customers, product marketing has to come up with a custom presentation. When marketing is running a specific campaign, product marketing has to come up with some content for mid and bottom of the funnel.

Proactive product marketing is when product marketing is integrated across departments. Product marketing managers engage other parts of the organization to coordinate the whole flow of information: from customers to product, moving through marketing, customer success, customer support, sales. And the other way around. In this scenario, when product releases a new feature, how to communicate it is already known, because the feature was actually developed following to research promoted by product marketing. When sales targets a new type of customers, custom presentation are already in place, because the new strategy was recommended by research promoted by product marketing. When marketing runs a specific campaign, product marketing is actively involved in planning what content is needed, as well as who to distribute it to and where.

I understand most product marketing organizations are probably somewhere in the middle. Just always be aware of what type of product marketing you aim to be.

One is execution, the other is the cornerstore of go-to-market.

Which one are you?

My door is always open

Fabrizio2 Comments

If your door is always open, you should go out in the world and see what’s going on.

Way to often the open door is a lazy excuse. Sure, come to me with your questions, doubts, concerns, just don’t expect me to ask first. Because, well, you do not care.

We keep reading of how change is difficult, of how important it is to communicate, of how keeping people involved is critical to its success.

Is then my door is always open the best we can resort to?

If you care, actively ask, seek input, practice empathy, pretend candour.

If you have it all figured out instead, keep leaving your door open. No one will bother your certainty.

Pick one

FabrizioLeave a comment

Since you have just started here / you have time / you have done it until now / I don’t want to do it, why don’t you take responsibility for this project?

Or alternatively.

I have noticed you working on a past project, and I appreciate how you could keep things on track while still communicating well with everyone involved. This new project is important for us, to be able to better serve our customers and increase retention. I feel we have the best chances to succeed if you are going to take care of it.

Which one would make you feel more motivated to deliver your best possible work?

Which one is more often used from managers around the world?

The big reveal

Fabrizio5 Comments

Our next project, the future of the team, the current state of affairs, the launch of the new product, the brand revamp, the newly appointed executive, the team member who is leaving.

If we treat everything as a big reveal, sharing information with a restricted number of confidants while others are left reading tea leaves, two things will likely happen.

First, we loose the opportunity to buy people in before things are set. Sharing the work, the good and the bad, before it is ready to ship means we can ask for input, we can hear what the people who are affected think, we can let others into the change, and we can sell the reasoning and thought process more easily.

And then, we take focus away from the rest of the organisation. Whether we want it or not, the big reveal becomes the center of the conversation, and by the time it actually happens, every single person will already have their own solid picture of what that is about. How can we then satisfy all of them?

Big reveals are powerful tools, and they are also one of the main reasons why change is often so challenging to manage. We should not make big reveals the norm.

Lack of communication

FabrizioLeave a comment

Silence is golden. Lack of communication is not.

One can find comfort in silence. It is a moment of reflection, of expression, of deep connection. Leaders who learn the power of silence are better listeners, and their team members get in a habit of sharing.

Lack of communication is on the opposite side of the spectrum. It is about retreating, hiding, avoiding. Lack of communication digs holes that others will fill with assumptions, fears, and regrets. The more difficult the situation, the wider the holes. Many leaders practice lack of communication, and their team members get in a habit of keeping to themselves.