Friction points in product marketing

Transcript

1. Friction Points in Product Marketing
   Elena Zistakis
   Senior Product Marketing Manager
   Morningstar, Inc
   Elena.Zistakis@Morningstar.com
   

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2. Product Marketing
   Since 2017
   

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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
   

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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
   

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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
   

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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
   

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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
   

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8. Questions?
   Let’s connect!
   Elena Zistakis
   Senior Product Marketing Manager
   Morningstar, Inc
   Elena.Zistakis@Morningstar.com
   

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