This panel discussion features three product marketing professionals discussing innovation within existing business structures and how to drive strategic influence. The conversation explores whether innovation can happen within day-to-day operations, challenging Clayton Christensen’s view that innovation must occur outside core business. The panelists share practical approaches including using AI for synthetic customer interviews, implementing quadrant two time management for innovation activities, and building strategic influence through a framework of credibility, access, and clarity. Key topics include managing stakeholder resistance to change, using AI tools to create space for strategic thinking, and positioning PMMs as integrators rather than just feature announcers. The discussion emphasizes the importance of proactive relationship building, understanding stakeholder motivations, and treating innovation as a systematic approach to creating opportunities rather than just solving problems.
Effie Calandra, Director, Product Marketing, SAP Adam Monago, Director, Product Marketing, Maximus Vivian Jordan, Sr PMM, AI, Cornerstone OnDemand
