The Marchitect

The Marchitect

di The Compete Network by Klue
MarketingCarriere
Stagione 2

S2 Episode 13: Robin & Indy's Excellent Adventure (Positioning to W.I.N at Salesforce, Google, Linkedin, Box & more)

What does it take to win at an enterprise, high-growth company? And how can product marketing chart the course?  It all comes down to three key decisions product marketing leaders need to make to W.I.N.: WHO you are going to win with and WHO you are going to win against  IMPACT your product provides to your customer NARRATIVE you need to craft to convey your value  In this episode of the Marchitect, Jorge Soto, from Reprise and I chatted with two seasoned enterprise marketing executives who gave us their expert take on how product marketing can position companies to W.I.N. In this episode, you’ll learn from Robin Daniels (Ex. LinkedIn, Salesforce, Box), and Indy Sen (Ex. Google, Salesforce, Box).
S2 · E13
26 ago 2022
1:05:24

S2 Episode 12: Positioning to W.I.N with Vidyard, Ada & Clozd

It’s the role of product marketers to act as architects of growth (or “Marchitects”, as we like to call them around here) and help their companies position to W.I.N. (Who.Impact.Narrative) Product marketing leaders need to pin down: WHO you are going to win with (from “anyone who fogs glass” to a drilled-down ICP) and WHO you are going to win against  IMPACT your product provides to your customer (and how you’re going to prove it to them)  NARRATIVE you need to craft to convey your value (in a way your customers are actually going to understand)  In this episode of the Marchitect, Trenton Romph, Head of Marketing at Clozd and I chatted with two legendary marketing leaders who gave us the lowdown on how they position their companies to W.I.N. In this episode, you’ll learn from Ruth Zive, CMO at Ada and Tyler Lessard, VP Marketing at Vidyard. 
S2 · E12
12 ago 2022
48:41

S2 Episode 11: How to Position to W.I.N with Atlassian

What does it take to W.I.N.? In the latest episode of The Marchitect, Atlassian's Global Head of PMM shares how he builds manages, and measures his product marketing team of close to 100 people.
S2 · E11
15 lug 2022
45:58

S2 Episode 10: Learn how Salesforce, Adobe, Tealium, Salesloft, Marketo and Enverus Position to W.i.N

Product marketers have a lot of decisions to make when it comes to positioning. Do you lean in on creating a sense of urgency for the buyer? (“Your business will fail without our product’s help!”) Or tell them they’re doing great so far, but can scale faster and easier with your product in place?  And those types of decisions are just the tip of the iceberg. To position products to W.i.N., product marketers need to nail down: WHO you are going to win with and who you are going to win against  IMPACT your product provides the buyer and end-user (who are not always the same person) NARRATIVE you need to craft to convey your value In this episode of The Marchitect, Leslie Talbot, SVP of Marketing at Corporate Visions and I chatted with three brilliant marketing executives who gave us the lowdown on how they position their companies to W.i.N.  In this episode, you’ll learn from:  Keri Brooke, CMO at Enverus, Heidi Bullock, CMO at Tealium, and Sydney Sloan, former CMO at Salesloft and current market strategy advisor.
S2 · E10
20 mag 2022
51:38

S2 Episode 9: Positioning Your Product to W.I.N. (Highspot, Klue, Gong, 6sense)

A good product marketer positions your product to win. A great product marketer positions your product to W.i.N. It’s the role of product marketing leaders to understand and communicate: WHO you are going to win with and who you are going to win against  IMPACT you provide through the value you offer NARRATIVE you need to craft internally and externally to convey your value In this episode of The Marchitect, Jason Oakley, Senior Director of Product Marketing at Klue and I chatted with three tip-top product marketing leaders: Jam Khan, SVP Product Marketing at 6Sense, Julien Sauvage, VP Product Marketing at Gong, and Jarod Greene, VP Product Marketing at Highspot. Jam, Julien, and Jarod gave us a crash course in product marketing and shared how each of them uses the W.i.N. framework to position their products to, well, win. 
S2 · E9
6 mag 2022
54:03

S2 Episode 8: Empowering and Delighting ​Your Buyers Through Content (Salesforce, Atlassian & Gong)

If there’s one thing your content team wants you to know it’s that they do a heck of a lot more than just writing blog posts. Content marketers are strategists to their core. They architect a playground of content for today’s self-serve buying teams to navigate—carefully balancing the need to drive prospects through the funnel while creating brand content that engages and delights. In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community chatted with three content marketing leaders at the top of their game: Heike Young, Senior Director, Content Strategy at Salesforce, Ashley Faus, Content Strategy Lead at Atlassian, and Devin Reed, Head of Content Strategy at Gong. Heike, Ashley, and Devin gave us the low-down on the role of content marketing (and why it should really be called content strategy). They also shared their best practices for building an empowered content team to drive your company’s strategic initiatives, with metrics you can use to measure success. 
S2 · E8
21 apr 2022
45:55

S2 Episode 7: The GTM Blueprint for Modern SaaS Companies (Terminus, TripActions & LaunchNotes)

Building a product is one thing. But building a robust go-to-market strategy for that product is a whole new ball game.  There’s so much confusion around what go-to-market is, who owns it, and where to start when it comes to developing a successful GTM strategy.  In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community and Jake Brereton, Co-Founder & COO at LaunchNotes, chatted with renowned go-to-market experts: Meagen Eisenberg, CMO at TripActions, and Sangram Vajre, best-selling author of MOVE and Co-Founder of Terminus and Peak Community. Meagen and Sangram shared their thoughts on what the function of go-to-market is and how teams need to align to do it right. They also shared their frameworks for building a winning GTM strategy and metrics you can use to measure success.
S2 · E7
7 apr 2022
30:38

S2 Episode 6: How to Build a Customer-Centric GTM Strategy (DoubleCheck)

43% of B2B buyers would prefer a rep-free buying experience.  Today’s self-serve buyers prefer to get their info from trusted influencers in their communities—like their peers, research analysts, and industry thought leaders.  So, what’s a sales rep or marketer to do?  Earn the advocacy of your customers and the trust of your buyers.  How do you do that? By developing a GTM strategy that is customer-centric to its core. In this episode of The Marchitect, legendary B2B SaaS GTM guru Jill Rowley shares her best practices for building a customer-centric GTM strategy with 4 key pillars you can use to chart the course.
S2 · E6
25 mar 2022
37:03

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.” In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don’t work. And she gives us a better way to position products to win. 
S2 · E5
11 mar 2022
37:38

S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue)

Pricing is the top profit lever at companies. Pricing can boost profits way more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price.  Why is pricing underdeveloped in most companies? And how can companies do better? In this episode of The Marchitect, pricing gurus Mark and Kyle explain which function should own pricing (cough, product marketing) and how to choose the right pricing strategy. 
S2 · E4
24 feb 2022
34:35
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