Resolve a cross-functional conflict blocking Frame.io

Problem Statement Description

Product context: Adobe is a creative, document, and marketing software company; its products include Creative Cloud, Photoshop, Illustrator, Acrobat, Adobe Express, Firefly, and Experience Cloud.

You are the PM responsible for an Adobe Frame.io initiative aimed at enterprise marketing teams that produce high-volume campaign videos, social assets, and brand content across agencies, internal creative teams, and stakeholders. The product experience is intended to reduce review-and-approval friction for marketers while fitting into Adobe’s broader creative and enterprise workflows.

The initiative is currently blocked by a cross-functional conflict. Teams may disagree on scope, launch timing, technical readiness, compliance requirements, customer commitments, integration priorities, or how much to optimize for professional creative workflows versus faster marketer-friendly collaboration experiences. The conflict is delaying execution and creating risk for customers, sales commitments, and internal trust.

In this execution interview, focus on how you would diagnose the conflict, align stakeholders, make trade-offs, and create an operating plan to unblock the Frame.io work. Assume the environment includes product, design, engineering, legal/privacy, go-to-market, customer success, and enterprise marketing stakeholders.

The experience should consider:

- The specific marketer workflow being blocked, including content upload, review, comments, approvals, versioning, handoff, and campaign delivery

- The teams involved, their likely incentives, constraints, and sources of disagreement

- Dependencies across Adobe tools, enterprise systems, permissions, asset management, and customer-facing commitments

- How you would establish ownership, decision rights, escalation paths, and meeting cadence

- Sequencing of work, including what must be resolved before launch versus what can be phased

- Go/no-go criteria, launch readiness checks, rollback plans, and customer-impact mitigation

- Communication strategy for executives, internal teams, enterprise customers, and go-to-market partners

- Risks related to trust, reliability, privacy, brand safety, AI usage, and competitive pressure from faster creator-oriented tools

Your goal is to explain how you would bring the right people together, clarify the facts, resolve or escalate the disagreement, and drive the Frame.io initiative toward a responsible launch without compromising customer trust or long-term product quality.