Micro-Interview: Martina Krasteva | Product Manager | EGT Digital | Tips on Influencing Stakeholders
💬 "Influencing stakeholders and guiding the product comes from a combination of stakeholder goals, industry product trends, and the specific needs of the client or brand."
Martina Krasteva is a Product Manager focused on user engagement at EGT Digital.
In under 500 words, she shares:
How she determines the most critical stakeholders to work with…
Her most formidable stakeholder challenge…
Some of her sources of learning…
And more…
Enjoy!
“How did you get into product management?”
My management career journey started as a Project Manager in a B2B company in the Marketing field. I then turned to the B2B software solutions area, focusing on platform development within the gambling industry. This progression led me to my current role in product strategy, where my goal is transforming ideas into value for both business and users.
“How do you determine the most important stakeholders for you?”
I regularly review all key information sources—emails, internal and external channels—and quickly scan the Kanban board, backlog, and personal dashboards. I ensure alignment between the global company's objectives, the team’s goals, and our clients’ missions. This approach keeps me focused on what truly matters: delivering impactful products. As the leader of the Product Management team, my primary goal is to guide the team in delivering the best incremental value to the product.
“What do you know about influencing stakeholders now that you wish you’d known when you first started?”
I wish I had known the following key concepts: influencing stakeholders and guiding the product comes from a combination of stakeholder goals, industry product trends, and the specific needs of the client or brand.
Successfully aligning these elements in a clear, unified direction is crucial. It enables you to create a strategic advantage for both the platform and the clients, which is key for influencing stakeholders and overall business success.
What did your toughest stakeholder challenge teach you?
It taught me the importance of clear communication—it’s essential to articulate expectations, progress, and limitations so everyone understands. Equally important is managing conflicting priorities.
Different stakeholders often have varying interests and objectives, which can lead to tension if they are to be delivered in the same time period.
It was challenging to learn how to navigate these conflicts and align priorities toward a common goal, but I have made great progress in dealing with these situations.
What’s the #1 method that has helped you align all stakeholders in your favor?
Understanding stakeholders' needs and goals is essential to aligning them with the product’s long-term vision and strategy.
By combining these needs and objectives and ensuring the product remains flexible and adaptable to various use cases, you create a truly unique and valuable product.
How do you stay updated on the best practices in influencing stakeholders?
To stay updated on best practices for influencing stakeholders, I continuously track industry trends, analyze incremental value, and assess analysis based on the return on investments to ensure my strategies remain relevant and impactful. I also reflect on missed opportunities within specific time frames to refine my approach. My primary focus is maximizing product value, creating competitive advantages, and driving revenue growth—key factors that shape the product’s success and build trust and alignment with stakeholders.