In this episode of the Product Marketing Insider podcast, host Lawrence Chapman, Senior Copywriter at Product Marketing Alliance, is joined by Ana Serrano, Global Product Marketing Lead at Salesforce.

Ana challenges a common assumption that PMMs need to occupy a senior position to lead from the front at their company and shares ways in which non-senior product marketers can lead - with authority.

A little bit about Ana

Ana Serrano is the Global Product Marketing Lead at Salesforce.

In 2022, Ana was included in our list of Top 100 Product Marketing Influencers and has more than 15 years of experience, during which time, she's gained expertise in B2B productivity, collaboration, and CRM solutions across regions and industries.

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Key discussion points

During this episode, Ana shared her pearls of wisdom on a variety of topics, including:

  • Her experiences of leading a project in a non-leadership capacity, and how she resolves any obstacles faced.
  • How product marketers in non-leadership roles can establish and maintain relationships with key stakeholders.
  • What PMMs do if they're trying to lead, but team members are making life difficult.
  • Important traits a product marketer needs to influence with authority.
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