Friction points in product marketing

Transcript

1. Friction Points in Product Marketing Elena Zistakis Senior Product Marketing Manager Morningstar, Inc Elena.Zistakis@Morningstar.com
2. Product Marketing Since 2017
3. 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
4. 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
5. 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
6. 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
7. 4. Attribution We are the champions? • Leverage benchmarks and set goals • Invest in a foundation • Share your wins 1997 Chicago Bulls NBA Finals Champions
8. Questions? Let’s connect! Elena Zistakis Senior Product Marketing Manager Morningstar, Inc Elena.Zistakis@Morningstar.com