If you’re a Product Marketing Manager (PMM), you’ve probably faced this challenge: getting things done without having direct control over people. You walk into meetings, share bold ideas, and hope that others will follow your lead. But you’re not their boss. So how do you make it work?
This is where influence without authority comes in. It’s a skill, an art, and a bit of a magic trick. PMMs do it every day without even realizing it. Let’s break it down and learn how you can master it—with a little fun along the way.
Why PMMs Need This Superpower
Most PMMs don’t have official power over the people they work with. You might be driving a product launch, yet engineers, designers, and sales teams don’t report to you. Still, you need them on your side. That’s where influence becomes your superpower.
Here’s why this matters:
- Cross-functional by nature: PMMs work across design, product, sales, support, and more.
- Strategic seat at the table: You help shape go-to-market plans that require everyone’s input.
- Execution depends on others: From website updates to pitch decks, other teams make it happen.
So, if you can’t command… you must convince.
Know Your Audience
Influence starts with understanding. Before you ask for help or pitch a new idea, get to know the people involved.
Ask yourself:
- What does this person care about?
- What are their goals and deadlines?
- Do they prefer emails, Slack, or live chats?
The better you understand someone, the more likely they’ll listen when you speak.
Quick tip: Build relationships before you need favors. A coffee chat today might unlock magic tomorrow.
Speak Their Language
Once you know your audience, tailor your message. Product managers might care about user problems. Sales teams focus on revenue. Designers look for simplicity and wonder.
That means you can’t use the same pitch for everyone.
Example: You need a new landing page. To win support:
- Tell Product: “This will highlight our newest feature and why users asked for it.”
- Tell Sales: “This might help close 30% more deals this quarter.”
- Tell Design: “We need a visual that stops people mid-scroll.”
Pick your words like you’re building a charm spell. The right phrase opens doors.
Make It a Win-Win
People are more likely to say yes when there’s something in it for them. When you ask for help, highlight the benefit to their team or goals.
Say something like:
“If we launch this campaign on time, your team gets showcased at the company all-hands.”
Or:
“Running this test could give us insights your team can use next quarter.”
Mutual wins build great partnerships.
Master the Art of the Ask
PMMs are always asking for things: emails to be written, features to be prioritized, campaigns to be reviewed. So you’ve got to become a pro at how you ask.
Here’s the formula:
- Be specific: Don’t say “Can you help me with this?” Say “Can you create one banner image by end of next week?”
- Show impact: Explain why it matters and who benefits.
- Follow up kindly: Everyone’s busy. Remind them without nagging.
Remember: How you ask matters just as much as what you ask.
Be the Source of Truth
Want to be influential? Be the person people come to for answers. Be organized. Be helpful. Be the glue across teams.
Use centralized docs, one-pagers, or dashboards to keep everyone aligned. Proactively share updates. Offer clarity when things get confusing.
People trust those who simplify the chaos.
Use Data and Stories
Numbers work. So do narratives. Better yet—use both!
Example: Want to convince leadership to support a competitive campaign?
- Lead with data: “Competitor X grew 40% in Q2. We need to respond.”
- Follow with a story: “I spoke with a customer who almost left because they saw a feature demoed on LinkedIn by Competitor X.”
Paint a full picture. Logic convinces the mind. Stories move the heart.
Create Momentum
Don’t wait for everything to be perfect. Launch small. Show traction. Win quick victories.
When others see progress, they want to be part of it. Success is contagious.
Try this:
- Start a pilot program with just one sales pod.
- Write the first draft of a pitch deck before asking for feedback.
- Create a mock-up to spark interest from Design.
Showing initiative invites cooperation. Nobody wants to be the one who slows down momentum.
Celebrate the Wins (and Shout Others Out)
PMMs don’t own a lot of projects end-to-end. So when things go well, share the spotlight.
Say thanks publicly. Call out who helped. Mention names in Slack, emails, and meetings.
When your partners feel seen, they’ll come along on the next ride too.
Stay Curious and Humble
Influence isn’t about ego. It’s about empathy. Stay curious about how other teams work. Admit when you don’t know something. And ask questions!
Your openness can open doors.
Tools That Help Influence
Here are a few tools that PMMs love for cross-functional influence:
- Project Management: Asana, Jira, Trello
- Collaboration: Notion, Confluence, Google Docs
- Communication: Slack, Loom, Figma comments
- Dashboards: Tableau, Looker, Google Data Studio
Use tools to inform, not overwhelm. Keep it simple, useful, and accessible.
Final Thoughts
Being a PMM means leading without a crown. You influence through trust, clarity, and value—not title or rank.
So breathe easy. You don’t need all the power—just the right touch.
To recap, here’s your influence starter pack:
- Know your people
- Speak their language
- Create shared wins
- Make clear, respectful requests
- Share progress and celebrate others
With practice, you’ll be amazed at how far your influence can go—even without the title to back it up.
Now, go charm some cross-functional teams!