Slide 1

Slide 1 text

Friction Points in Product Marketing Elena Zistakis Senior Product Marketing Manager Morningstar, Inc [email protected]

Slide 2

Slide 2 text

Product Marketing Since 2017

Slide 3

Slide 3 text

Common Areas of Friction + Pop Culture References 1. Building product knowledge 2. Clarifying responsibilities and challenging perceptions 3. Navigating a highly collaborative environment 4. Attributing business impact to marketing

Slide 4

Slide 4 text

Tesla Truck Demonstration by CEO Elon Musk 1. Product Knowledge and Technical Skill Can you walk the walk? • Listen to a sales pitch • Get the scoop from product • Seek out internal training opportunities • Test your knowledge • Meet your customers

Slide 5

Slide 5 text

Women’s World Cup Final Champions 2019 2. Responsibilities and Roles Aren’t we on the same team? • Write out your responsibilities and objectives • Understand what others are responsible for • Develop a team charter • Share your work

Slide 6

Slide 6 text

Bravo’s Top Chef 3. Collaborating with Multiple Stakeholders Are there too many cooks in the kitchen? • Anticipate conflict • Have empathy • Focus on facts and data • Align to a common goal

Slide 7

Slide 7 text

4. Attribution We are the champions? • Leverage benchmarks and set goals • Invest in a foundation • Share your wins 1997 Chicago Bulls NBA Finals Champions

Slide 8

Slide 8 text

Questions? Let’s connect! Elena Zistakis Senior Product Marketing Manager Morningstar, Inc [email protected]