Making connections: The secret to exceptional cross-functional teams

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href="/pro-plus-membership/"> <h6>Become a Pro+ member</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pro-membership-taster-pack/"> <h6>Your Pro taster pack</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Exec+ membership</h5> <p>For product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/exec-plus-membership/"> <h6>Become an Exec+ member</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-exec-membership-ebook/"> <h6>Your Exec+ taster pack</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Team membership</h5> <p>Level up your product marketing team</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/teams/"> <h6>Get a team membership</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Why pick PMA?</h5> <p>See what our members say</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-reviews/"> <h6>Membership reviews</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/membership-case-studies/"> <h6>Membership case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-samples/"> <h6>Sample what’s inside</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/insider-membership-plan/"> <h6>Get freemium membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/5-essential-day-to-day-templates-for-successful-product-marketers/"> <h6>Templates for success</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Resources</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Content hub</h5> <p>Unlimited resources on tap</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=articles"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-fix/"> <h6>Presentations</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=ebooks"> <h6>eBooks</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=guides"> <h6>Guides</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://media.thealliance.io/podcasts/?filter=podcast-filter-community-pma" target="_blank"> <h6>Podcasts</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=reports"> <h6>Reports</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=webinars"> <h6>Webinars</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/"> <h6>View all resources</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Research & reports</h5> <p>Industry insights from us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-salary-survey-report/"> <h6>Product Marketing Salary Report</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-report/ "> <h6>State of Product Marketing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-leadership-report/"> <h6>State of Product Marketing Leadership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-state-of-go-to-market-report-2022/"> <h6>State of Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-tech-stack/"> <h6>Product Marketing Tools of Choice</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-influencers-2023/"> <h6>Top 100 Product Marketing Influencers</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>View all reports</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Guides</h5> <p>Brush up on the essentials</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/what-is-product-marketing/"> <h6>What is product marketing?</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-competitive-intelligence/"> <h6>Competitive intelligence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-pricing/"> <h6>Pricing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/okrs/"> <h6>OKRs</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-positioning/"> <h6>Positioning</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-go-to-market-strategies/"> <h6>Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/guides/"> <h6>View all guides</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Best of the rest</h5> <p>Highlights from the site</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://pmmgpt.com"> <h6>PMM-GPT</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-iq/"> <h6>PMM IQ test</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-leadership-resources/"> <h6>Product Marketing Leadership Portal</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-newsletter/"> <h6>Newsletter</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-definitive-product-marketing-reading-list/"> <h6>Product marketing books</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://tools.productmarketingalliance.com/"> <h6>Product marketing tech stack</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/salarycalculator/"> <h6>Salary calculator</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/create-and-contribute/"> <h6>Create and contribute</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Certification</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Core</h5> <p>The A to Z of product marketing essentials</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC - Level 1</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product Marketing Certified: Core</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/live-online/product-marketing-certified-core" target="_blank"> <h6>Live & online</h6> <p>Part-time or full-time</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/in-person/product-marketing-certified-core-live-and-in-person" target="_blank"> <h6>Live & in-person</h6> <p>Pick your city</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/b2c-product-marketing-certified-core target="_blank""> <h6>B2C Product Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/customer-marketing-certified" target="_blank"> <h6>Customer Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product-Led Growth Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#core-certifications" target="_blank"> <h6>View all Core</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Advanced</h5> <p>Establish your influence and strategic value</p><br> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC II - Level 2</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/advanced-product-marketing-certified" target="_blank"> <h6>Product Marketing Certified: Advanced</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/messaging-certified" target="_blank"> <h6>Messaging Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/narrative-design-certified" target="_blank"> <h6>Narrative Design Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/positioning-certified-masters" target="_blank"> <h6>Positioning Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/pricing-certified-masters" target="_blank"> <h6>Pricing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/go-to-market-certified-masters" target="_blank"> <h6>Go-to-Market Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#advanced-certifications" target="_blank"> <h6>All Product Marketing masters</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Leadership</h5> <p>The ultimate roadmap for product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC III - Level 3</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/leadership-on-demand/product-marketing-certified-leadership"> <h6>Product Marketing Certified: Leadership</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/accelerator-live-online/product-marketing-leadership-accelerator"> <h6>Product Marketing Leadership Accelerator</h6> <p>Live & online</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#all-courses" target="_blank"> <h6>All product marketing courses</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Training</h5> <p>Individual & org-wide options</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/product-marketing-team-training" target="_blank"> <h6>Team training</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-scholar-program/"> <h6>Scholar Program</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-product-marketing-certified-journey/"> <h6>Certification Journey</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/why-pmms-love-pmmc/"> <h6>Why PMMs ❤️ PMMC</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Events</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Virtual events & meetups</h5> <p>Connecting our global community</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://virtual.productmarketingalliance.com/location/demos/" target="_blank"> <h6>Product Demos Summit | December 10</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-talks/" target="_blank"> <h6>PMM Talks</h6> <p>Knowledge worth knowing</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://community.productmarketingalliance.com/s/regional-chapters/" target="_blank"> <h6>PMM Meetups</h6> <p>City chapters</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-now/" target="_blank"> <h6>PMM Now</h6> <p>Exclusive live streams</p> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>In-person summits</h5> <p>Coming to a city near you</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/chicago" target="_blank"> <h6>PMM Summit | Chicago | November 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/toronto" target="_blank"> <h6>PMM Summit | Toronto | November 20 & 21</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/london/" target="_blank"> <h6>PMM Summit | London | December 4 & 5</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/washington/" target="_blank"> <h6>PMM Summit | Washington | January 30</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/austin/" target="_blank"> <h6>PMM Summit | Austin | February 11 & 12</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/newyork/" target="_blank"> <h6>PMM Summit | New York | March 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/paris/" target="_blank"> <h6>PMM Summit | Paris | March 26</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/" target="_blank"> <h6>Summit calendar 2024</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links & OnDemand</h5> <p>Plan ahead or catch up</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-ondemand/"> <h6>Catch up OnDemand</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://productmarketingall.typeform.com/to/hxI9MbBm" target="_blank"> <h6>Apply to speak</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://events.productmarketingalliance.com/" target="_blank"> <h6>All events</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>All courses</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">About</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>The basics</h5> <p>Our journey & how to reach us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/about/"> <h6>Mission</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contact/"> <h6>Contact</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Partner with us</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/press-resources/"> <h6>Press resources</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/case-studies/"> <h6>Case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/help-centre/"> <h6>Help centre</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Our people</h5> <p>AKA the building blocks of PMA</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/the-pma-team/"> <h6>PMA team</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/experts-in-residence/"> <h6>Experts in Residence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-founding-members/"> <h6>PMA Founding Members</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/careers/"> <h6>Careers</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Get involved</h5> <p>Get your name published</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Get the media guide</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/community-partnerships/"> <h6>Community partnerships</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-pulse-2023/"> <h6>PMA Pulse</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contributor-guide/"> <h6>Create & contribute</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links</h5> <p>Our bread & butter</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-consult/"> <h6>PMA Consult</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>Get certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/signup/"> <h6>Membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/articles/"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>All reports</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"><a class="modular-navigation-main" href="https://jobs.productmarketingalliance.com/" target="_blank">Jobs</a></div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Community</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Network</h5> <p>Connect and collaborate</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack Community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/meet-the-ambassadors/"> <h6>Meet the ambassadors</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-meetup/"> <h6>Meetups</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://www.linkedin.com/school/product-marketing-alliance/" target="_blank"> <h6>PMA LinkedIn</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Learn</h5> <p>Level up your career</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/ambassadors/"> <h6>Become an ambassador</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-alliance-awards-pma-nominate-today/"> <h6>Product Marketing Awards 2024 | Nominations</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" 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href="/author/stephanie-rubenstein/"> <div data-tooltip="Stephanie Rubenstein is the Senior Product Marketing Manager at NVIDIA." class="post-author tooltip-trigger-author"> <div data-tooltip="Stephanie Rubenstein is the Senior Product Marketing Manager at NVIDIA." style="background-image: url(https://www.productmarketingalliance.com/content/images/2023/02/Stephanie-Rubenstein.png)" class="author-image tooltip-trigger"> </div> <div class="author-details"> <span data-tooltip="Stephanie Rubenstein is the Senior Product Marketing Manager at NVIDIA." class="author-name tooltip-trigger">Stephanie Rubenstein</span> </div> </div> </a> </div> <div class="date-time-read"> <span class="post-datetime">February 24, 2023</span> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/asterisk-sm.svg" /> <span> 10 min read </span> </div> </div> <a href="#" id="getCopyBtn" class="hidden"> Get a copy</a> <div class="post-content-container"> <div class="left-sidebar"> <div class="sticky-container"> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> <span class="left-sidebar-overview"> Contents </span> <aside class="toc-container"> <div class="toc"></div> </aside> </div> </div> <div class="post-content"> <p><em>This article originates from a presentation at the Product Marketing Summit in San Francisco, 2022. Catch up on this presentation, and others, using our </em><a href="https://www.productmarketingalliance.com/masters-of-product-marketing-ondemand-2/"><em>OnDemand service</em></a><em>. For more exclusive content, visit your </em><a href="https://www.productmarketingalliance.com/signin/"><em>membership dashboard</em></a><em>.</em></p><p>Hey everyone, I'm here today to talk about working with cross-functional teams and how you can help them succeed. I've got a few hard-learned lessons to share about how we, as product marketers, can be the glue that holds these groups together. </p><p>But first, I want to level set. Right now, I'm running on caffeine and adrenaline. My company, NVIDIA, has a major biannual conference coming up in two weeks, and I'm involved with some of the big announcements and launches that are part of our keynote. No pressure, right? </p><p>So why am I writing this instead of frantically dealing with last-minute conference planning? Aside from being a workaholic overachieving perfectionist with impostor syndrome, I’m doing this because I've got an amazing cross-functional team. </p><p>Our group of product, sales, marketing, creative, campaign, events, and other teams have come together to pull something amazing off. We're now working on the final details, and I couldn't be prouder of how it's all coming together. </p><p>I can do this because I know that my team has my back, I know that we’re <a href="https://www.productmarketingalliance.com/how-to-align-product-marketing-with-objectives/">aligned on our objectives</a>, I know that we all share and understand the same goals and needs, and can trust each other to make those goals happen. </p><p>So, how can you get here? </p><p>I want to do a quick thought exercise with you. Think of a time when you were in a room with a group of people that didn't really get along. You’re all working on the same project together, but there's a bit of tension. Maybe there are some heated discussions; maybe there are some strong debates; maybe there are some outright disagreements. </p><p>Are you thinking of a meeting with people outside of your immediate team? Are the people in that meeting from other teams like product or sales? I thought so.</p><p>Often, we as product marketers are in these cross-functional meetings. They're crucial for the work that we do. We can’t go off into a corner and build a marketing strategy or develop <a href="https://www.productmarketingalliance.com/your-guide-to-messaging/">messaging</a> and <a href="https://www.productmarketingalliance.com/your-guide-to-positioning/">positioning</a> on our own. We’re reliant on sales teams, product teams, and others for that input.</p><p>So what can we do about this tension? How can we help our cross-functional teams succeed? How can we make those meetings less awkward, and help everyone to get along? How can we be even more successful as a team than we've been before? <br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh4.googleusercontent.com/njJrEbmZ2M_oqEYHVoF6ynIb9kd4XeH2WT0Y4oPzUPUfbPXdUc7VzWPXHuHiynmC_DX2cNss9LN2mR5-o1mmiw2dwYhV4LN0cyvKVKzp8y-RxL3RvWJn3gEwIW9MtfybqqQfKdOcvID5-5xyyQoFSd4" class="kg-image" alt="" loading="lazy" width="1600" height="901"></a></figure><p><br>The secret is <strong>you</strong>. As a product marketer, you’re in a unique position to build connections and help bridge the gap between these disparate technical and non-technical teams with different objectives, who may not even speak the same language. </p><p>If you've ever worked in a tech company, you can understand the difference between the engineering jargon and the sales jargon and bridge those gaps, not to mention the gaps in the goals and <a href="https://www.productmarketingalliance.com/how-to-craft-kpis-for-a-killer-competitive-program/">KPIs</a> of different teams. </p><h2 id="product-marketers-are-born-connectors">Product marketers are born connectors</h2><p>In preparing for this article, thinking about cross-functional teams, teamwork, and what that means as a product marketer, I rediscovered Malcolm Gladwell's book, <em>The Tipping Point</em>. Perhaps you’ve read it – it's pretty well-known in product marketing circles. </p><p>He describes three types of people: </p><ul><li>Connectors, </li><li>Mavens, and </li><li>Salespeople. </li></ul><p>The way he describes Connectors really stands out to me.<br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh5.googleusercontent.com/6s-P1FZ98BUa--J1_qNdCEEPDOLh7V45EUxUb7u3pQ1sA15komleDZLU3OHo0Rug57Yv-qMJ4IPGJxsfvp7BnBEbnhU5VikXhLJfho9N_h4zv79wB_NLg-eVsr2LqdE2KJkf1R6FSAGWF5WpMoBwSyI" class="kg-image" alt="" loading="lazy" width="1600" height="765"></a></figure><p><br>I wouldn't call myself the most extroverted person, but I absolutely love bringing people together. Even though I might not be the life of the party or the one that's typically up on a stage, I love connecting people who have something in common or might be able to help each other out. In my career, that's led me to mentorship, volunteering, and all kinds of incredible opportunities. </p><p>Rediscovering this book was also an 'aha' moment for me because I realized something else: this definition of a connector also applies to <a href="https://www.productmarketingalliance.com/what-is-product-marketing/">product marketing</a>. </p><p>Where Gladwell says, “Having a foot in so many worlds, Connectors have the effect of bringing them all together,” and we can very easily change out “Connectors” for “product marketers”. </p><p>Now, let’s take a step back for a second because product marketing is, I would argue, a loaded term. There are a lot of different definitions of this role, but I love how Product Marketing Alliance illustrates the work we do in the diagram below. </p><p>Even if your role is more outbound, or you're more focused on content or <a href="https://www.productmarketingalliance.com/your-guide-to-sales-enablement/">sales enablement</a> than overarching <a href="https://www.productmarketingalliance.com/how-long-should-you-spend-messaging-positioning/">messaging and positioning</a>, this structure makes sense.</p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh6.googleusercontent.com/YSkTgaDDz3WS1bHoYJYSpcAoT0LNvRHlhHCVzlW3KxU1epWw4_04wt6DCPdXMPH7kk7YLCgUSVfOn586rIogzXtWrVHey2wa7pkdQRIriLsjWou5M7U65F-TG9bcBlOQJIZZMPQeS8_nLxU4noXifok" class="kg-image" alt="" loading="lazy" width="1600" height="897"></a></figure><p><br>We’re essentially the driving force behind getting products to market and keeping them there. In representing the customer or developing our product messaging, enabling sales teams, or even helping drive <a href="https://www.productmarketingalliance.com/reviewing-and-refining-your-product-marketing-efforts/#product-adoption">product adoption</a>, we’re working together with all these other teams. We’re dependent on them. We sit in the middle, and we ultimately bring them all together. </p><p>Product and sales are set pretty far apart, and that can cause problems. We in the product marketing world are focused on <a href="https://www.productmarketingalliance.com/pmm-weekly-live-session-online-june-9-2022-2/">understanding the customer</a>, understanding sales’ needs, understanding product development, understanding the <a href="https://www.productmarketingalliance.com/communicating-your-product-roadmap-and-vision/">roadmap</a>, and bringing all of that together. </p><p>That allows us to develop realistic sales enablement material that ensures that the sales team is aligned on what the product can do, rather than selling the world. </p><p>So how do we do this effectively? What skills or superpowers do we need to hone to become connectors within our cross-functional teams? I'm going to share three that have really helped me. These are skills that we often use when we market externally, but they're just as valuable when we're working with our internal cross-functional teams. </p><h2 id="pmm-superpower-number-one-translation">PMM superpower number one: Translation</h2><p>Product marketers are translators. By developing <a href="https://www.productmarketingalliance.com/your-guide-to-personas/">personas</a> and <a href="https://www.productmarketingalliance.com/what-is-market-segmentation/">segments</a>, we help other teams to understand our audiences every day. </p><p>Think about how we can use that power internally. Maybe you’ve been in a room with a technical team and a sales team and realized that you understand what both sides are saying, but they don't seem to understand each other. I can't tell you how many times I've had to swoop in and explain what a CTA is, for instance. </p><p>Let’s look at some practical steps you can take to harness your translation superpower.<br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh3.googleusercontent.com/RWKOn6SJgZZAnPbVmX9LtxthNl01jvWFu6aR9jUmX7W38o8xc4JhDOF5pJ2oWnCABjQT7sNUrGvp9_E3os_FsvymJjciUyxI3IsWVd_lLEn5SkvnKpaqjoXYxQ-uxrXZC7xXT-FKSSk0GtAMZ_Gw4C8" class="kg-image" alt="" loading="lazy" width="1600" height="905"></a></figure><h3 id="step-one-listen-actively">Step one: Listen actively</h3><p>As a translator, the most important thing is to actively listen and understand what our team is really saying. For that, we need to make sure we’re paying attention to all sides. </p><h3 id="step-two-know-where-they%E2%80%99re-coming-from">Step two: Know where they’re coming from</h3><p>Context is also crucial. Make sure you know where everybody is coming from. I've sat in a number of rooms, especially launch war rooms, where things have gotten heated. Maybe sales is demanding something and product teams are saying that they can't deliver it because the timing doesn't work. </p><p>Where are they coming from? Well, sales is under pressure to drive revenue and close deals, while product is under pressure to deliver a quality product. Understanding where each team is coming from is going to help you defuse that tension and bring everyone together. </p><p></p><h3 id="step-three-find-a-common-language">Step three: Find a common language</h3><p>We at NVIDIA have an entire internal glossary for all the different acronyms we use on a regular basis. And different teams use different acronyms, right? Sometimes they even have the same acronym for different things. One example is AR – that’s augmented reality to our product teams, but it means something entirely different for sales and comms. </p><p>Ultimately, you need to find a common language, even if it's just plain English. Because you’re all working in the same place, you can come back to the company’s overarching goals, visions, and objectives. </p><h2 id="pmm-superpower-number-two-matchmaking">PMM superpower number two: Matchmaking</h2><p>We product marketers are matchmakers. We bring people together all the time, and doing so with our cross-functional teams is key. Let’s explore how you can make that happen.<br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh4.googleusercontent.com/5Xjm8jAfCK_gdi79aKEiT2eNwAklbasqymZNtDTQpDkjAsRrxV-QK_WVKgeNGSZ2Q-xxMDvq7heatCIpM5DpTRCRXk3ENPlo3B90i9Fl4lgp7VeWt4IXHp27AIYpE7XSMJsd_56Y5AlwpMoUw919Cg4" class="kg-image" alt="" loading="lazy" width="1600" height="899"></a></figure><h3 id="tip-number-one-collect-acquaintances">Tip number one: Collect acquaintances</h3><p>Maybe you like to go to industry events and network with your peers. Me too. Think about how you can bring that same energy to your place of work and seize opportunities to gather and network with people. </p><p>I can't tell you how amazing it's been to get back to the office, even just a few days a week or every other week, because it allows me to organically connect with people. You can do that online too.</p><h3 id="tip-number-two-introduce-people">Tip number two: Introduce people</h3><p>It's helpful to think about how you can connect people with others as well. I like to have one-on-ones with new employees. They might not be on my team; oftentimes they're working on an adjacent segment or industry, or they might be on the product team. </p><p>At the end of our one-on-one, I leave the new employee with some recommendations for people they should talk to because they have something in common or because they can help each other out.</p><p>Small things like that help build stronger networks, across your cross-functional teams. It also helps build your position as that hub to bring people together. </p><h3 id="tip-number-three-think-collaboratively">Tip number three: Think collaboratively</h3><p>Finally, you want to take that matchmaking energy and build it into opportunities. Think collaboratively about what you could accomplish as a larger group. Maybe it's something as simple as a webinar. </p><p>Let’s say your focus is <a href="https://www.productmarketingalliance.com/collaboration-between-developer-marketing-and-developer-relations/">developers</a> – you might be able to collaborate with your media and entertainment team to do something even greater than a focused developer webinar. </p><p>Maybe you can bring in some industry representatives and partners to do something really cool that is relevant to a larger audience. Plus, working with another team gives you more resources to make that happen.</p><h2 id="pmm-superpower-number-three-mediation">PMM superpower number three: Mediation</h2><p>Our position of being in the middle comes with some challenges and a lot of responsibility. Because we know where everybody’s coming from and understand all the different languages being spoken at the table, we're in a position to help everyone find common ground. Coming back to that tense meeting room where not everyone is on the same page, how can you help bring them together? <br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh4.googleusercontent.com/moD_2oINOjnNCzdfJuqwGZB3RgbMmpYb_t52x-B-OSkSJyZ84qzQECQwuSLZKv-yllEs8VJqXxFv6kfaIvn_S_dp9QZ4Zf2zkfX5DDP2V7h3f28YLGxQV799yeryATmwAnC520iWNqocKO2WeSsGdsw" class="kg-image" alt="" loading="lazy" width="1600" height="901"></a></figure><h3 id="tip-number-one-assume-the-best-intentions">Tip number one: Assume the best intentions</h3><p>This one took me a while to learn. Coming into some of these discussions, I was kind of in a defensive position as well. I had my objectives and I wanted to make sure that I was heard. </p><p>When I didn’t get the feedback I wanted, it was frustrating. Oftentimes, it felt like a personal attack or an attack on my team and the work that we were doing. Marketing can feel like a thankless job where no one's exactly happy with us. </p><p>In spite of this, you have to assume the best intentions. Sales have their objectives – they have quotas to reach. Product wants to make sure what they put out there isn't buggy and makes customers happy. Everyone is coming to the table with their own reasons and objectives, and it's really valuable to assume that they mean the best for the company, for the team, and for your goals. </p><h3 id="tip-two-identify-shared-goals">Tip two: Identify shared goals</h3><p>Centering around shared goals feels pretty obvious, especially as we all work on our strategies and build <a href="https://www.productmarketingalliance.com/your-guide-to-okrs/">OKRs</a>, but it's really valuable as a team to center around something specific. </p><p>If you’re in a cross-functional team that's working on a specific <a href="https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/">product launch</a>, what shared goals do you have around that launch? Are you driving a new vertical? Are you driving specific adoption numbers, or are you also looking at just getting awareness out there? Maybe your product team’s goal is just to understand how users will work with the product. Things like that can come into play as you build goals together. </p><h3 id="tip-three-align-on-objectives-and-kpis">Tip three: Align on objectives and KPIs</h3><p>Of course, you want to turn those goals into something tangible, and you can do that by aligning objectives and KPIs. This, I’ve found, can be hard. Everybody has their own KPIs, but what are some common objectives that drive back to those goals? </p><p>For my team, this can be as simple as looking at awareness together. We want to understand how our product is being received, what volume of impressions it’s getting, what kind of <a href="https://www.productmarketingalliance.com/12-top-customer-experience-engagement-tools-for-product-marketers/">engagement</a> it’s driving, and how it’s impacting our share of voice. We also want to understand and drive adoption, so that’s an important metric for everybody involved in the cross-functional team. </p><p>Some <a href="https://www.productmarketingalliance.com/pmm-metrics-that-matter/">metrics</a> that come more from our sales and partnerships side are partners, lighthouse accounts, and integration of our technologies in public-facing solutions. T</p><p>hat last one is really valuable for me as a product marketer to build use cases from; it's also important for our product team to understand so they can see what our solutions look like in the field. </p><h2 id="to-sum-up%E2%80%A6">To sum up…</h2><p>I've shared three product marketing superpowers. These shouldn't be net new skills; they should be things that we do every day with our external audiences, but they're also extremely valuable to bring back to our cross-functional teams. <br></p><figure class="kg-card kg-image-card"><a href="www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/"><img src="https://lh6.googleusercontent.com/tohy4eojgm4VaZ7zfi-BcrCJVeV9DQrFm926ZModVX5asvKnyyhWh9IDt8kv4Tlv0BkebGHWY7v8Jh6hfEDYRqkc7LWlZXpZCcClFX-A0P6mmtDkBiWoLrMPexTTJU8Et8-aDJi6J9TCYsn3hIM528I" class="kg-image" alt="" loading="lazy" width="1600" height="897"></a></figure><p></p><p>I want to leave you with a final quote. This really speaks to me because I've definitely learned this the hard way. “If you want to go fast, go alone. If you want to go far, go together.” </p><p>My company has a philosophy of “team of four,” which is essentially the core cross-functional team – the people that you can't do your work without. The team of four goes beyond the framework of decision-makers, <a href="https://www.productmarketingalliance.com/how-stakeholders-are-key-to-product-marketing-success/">stakeholders</a>, reviewers, and approvers. 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