Product Marketing Community

In this episode, we sit with&nbsp;two Go-To-Market experts: Sangram Vajre,&nbsp;GTM&nbsp;Partners &amp; Karen Steele, CMO of Sendoso&nbsp;to better understand what separates winning companies from less successful ones.If your team is struggling with your&nbsp;GTM&nbsp;strategy and motions, we'll give you the things you need to conquer&nbsp;your Go-to-Market!&nbsp;More precisely, how to design a high-performing go-to-market&nbsp;team&nbsp;and how to take a disciplined approach to define the&nbsp;GTM&nbsp;process to set you up for success.&nbsp;

The Product Marketer's Guide to GTM with Karen Steele and Sangram Vajre

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Powered by PavilionThe tide has turned, b2b buyers and sellers interactions have changed. Introducing a podcast series, The Marchitect, for b2b (product) marketing executives. Each episode will feature in-depth advice from executives who will tell you how they built impactful teams, optimized go-to-market efforts, and enabled customer-facing teams. The Marchitect is an easily digestible way to learn from your peers as you aspire to be an Architect of Growth.Welcome, and enjoy this podcast.Visit <a href="https://www.productmarketingcommunity.co" rel="noopener noreferrer" target="_blank">https://www.productmarketingcommunity.co</a> to get access to all of the latest and greatest product marketing content! The Marchitect Podcast is powered by Pavilion &amp; Product Marketing Community

The Marchitect

Welcome to The Marchitect - the podcast for and about the world's best (product) marketing executives.Hosted by Rowan Noronha, who is so passionate about product marketing that he founded the Product Marketing Community in 2016, this podcast is all about educating and inspiring at the intersection of leadership and (product) marketing strategy. Just enough practical "how-to" advice, and absolutely no commercial agenda.On this episode, we'll be discussing positioning and messaging, often misunderstood concepts. If you can master them, they can be the most powerful strategic tools at your disposal. So, if you're a CMO or product marketing leader wondering where to start, we've got the experts for you: April Dunford, Emma Stratton, and Peep Laja.We cover everything from defining what exactly is positioning and messaging, to sharing examples of great b2b positioning and messaging, and even diving into the process of developing your own. We'll talk about who owns positioning and messaging, and the "rules of engagement" between leadership, product, marketing, sales, customer success, revenue operations, and more.

April Dunford

CEO, Ambient Strategy

Peep Laja

CEO, Wynter

Emma Stratton

Founder, Punchy.co

Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja

Product Marketing

When product marketing and content marketing are aligned, it makes a difference. Yet so many product marketing leaders make the mistake of overlooking this essential interlock.&nbsp;Content marketing is a key player for any revenue-generating team. As Devin Reed, Director of Content &amp; Thought Leadership at Clari, says: It’s the role of content marketing “to change the way that people think”.&nbsp;In this episode, you’ll hear from 3 interlocking marketing leaders at Revenue Platform provider Clari to understand how they’re working together to create a leading and lasting category: Kyle Coleman, SVP of Marketing, Julien Sauvage, VP of Corporate &amp; Product Marketing, and Devin Reed, Director of Content &amp; Thought Leadership.You’ll learn how and why they maintain a strong collaboration between content and product marketing, what metrics they use to define success, and how they’re working together to position Clari to W.I.N.

Kyle Coleman

SVP, Marketing, Clari

Devin Reed

Head of Content, Clari

Julien Sauvage

VP, Product Marketing, Clari

When product marketing and content marketing are aligned, it makes a difference. Yet so many product marketing leaders make the mistake of overlooking this essential interlock. 

Content marketing is a key player for any revenue-generating team. As Devin Reed, Director of Content & Thought Leadership at Clari, says: It’s the role of content marketing “to change the way that people think”. 

In this episode, you’ll hear from 3 interlocking marketing leaders at Revenue Platform provider Clari to understand how they’re working together to create a leading and lasting category: Kyle Coleman, SVP of Marketing, Julien Sauvage, VP of Corporate & Product Marketing, and Devin Reed, Director of Content & Thought Leadership.

You’ll learn how and why they maintain a strong collaboration between content and product marketing, what metrics they use to define success, and how they’re working together to position Clari to W.I.N.




S2 Episode 18: Positioning to W.I.N with Clari

Sales enablement plays a crucial role as both the connector and translator of your entire go-to-market organization. They know how to take marketing content and provide the important context that sellers need to (A) consume it and (B) adopt it.&nbsp;And as a wise product marketer once said: Content without context = chaos. Content with context = confidence.In this episode, Scott Knudson, Head of Sales Enablement at Clozd, and I chatted with future sales enablement hall of famer Sheevaun Thatcher, VP Global Sales, and Success Enablement at Slack, and product marketing superstar Jarod Greene, VP of Product and Customer Marketing at Highspot.You’ll learn who the key interlocks are for product marketing and enablement, what each function’s expectations are for the other, what metrics to use to measure success and how both teams can help organizations Position to W.I.N.

Jarod Greene

VP, Product Marketing, Highspot

Sheevaun Thatcher

VP, Global Sales and Success Enablement, Slack

Scott Knudson 

Head of Sales Enablement, Clozd

Sales enablement plays a crucial role as both the connector and translator of your entire go-to-market organization. They know how to take marketing content and provide the important context that sellers need to (A) consume it and (B) adopt it. 

And as a wise product marketer once said: Content without context = chaos. Content with context = confidence.

In this episode, Scott Knudson, Head of Sales Enablement at Clozd, and I chatted with future sales enablement hall of famer Sheevaun Thatcher, VP Global Sales and Success Enablement at Slack and product marketing superstar Jarod Greene, VP of Product and Customer Marketing at Highspot.

You’ll learn who the key interlocks are for product marketing and enablement, what each function’s expectations are for the other, what metrics to use to measure success and how both teams can help organizations Position to W.I.N.




S2 Episode 17: Positioning to W.I.N with Slack, Highspot & Clozd

Product marketing and sales enablement go together like peanut butter and jelly. Why? Because they both know a LOT about their customers. And can use this knowledge to help sellers adopt a modern, consultative approach that’s all about helping their customers buy.&nbsp;But like any relationship, both parties need to put in the work to make it work.&nbsp;In this episode of the Marchitect, we chat all things product marketing and sales enablement with 3 execs who play a crucial role in orchestrating winning GTM strategies: Mark Kilens, CMO at Airmeet, Ronell Hugh, SVP, Product Marketing &amp; Strategy | Digital XM at Qualtrics, and Sheevaun Thatcher, VP Global Sales and Success Enablement at Slack.You’ll learn their tips for building and maintaining a strong partnership between product marketing and enablement, what metrics they use to define success, and how they’re positioning their organizations to W.I.N.

VP Global Sales and Success Enablement, Slack

Ronell Hugh

SVP, Product Marketing & Strategy | Digital XM, Qaultrics

Mark Kilens

CMO, Airmeet

Product marketing and sales enablement go together like peanut butter and jelly. Why? Because they both know a LOT about their customers. And can use this knowledge to help sellers adopt a modern, consultative approach that’s all about helping their customers buy. 
But like any relationship, both parties need to put in the work to make it work. 
In this episode of the Marchitect, we chat all things product marketing and sales enablement with 3 execs who play a crucial role in orchestrating winning GTM strategies: Mark Kilens, CMO at Airmeet, Ronell Hugh, SVP, Product Marketing & Strategy | Digital XM at Qualtrics, and Sheevaun Thatcher, VP Global Sales and Success Enablement at Slack.
You’ll learn their tips for building and maintaining a strong partnership between product marketing and enablement, what metrics they use to define success, and how they’re positioning their organizations to W.I.N.


S2 Episode 16: Positioning to W.I.N with Slack, Qualtrics & Airmeet

What product marketer doesn’t love a good acronym? Especially one that gives you a leg up in your role and guides your organization to success.In this episode of the Marchitect, you’ll learn the W.W.W. of product marketing, the M.A.P. approach to customer segmentation and the Position to W.I.N. framework to, well, winning. And you’ll learn about them from two product marketing leaders who are truly at the top of their game: Rekha Srivatsan, VP of Product Marketing at Salesforce and Tamara Grominsky, VP of Product Marketing &amp; Lifecycle at Kajabi.&nbsp;Join me and my guest co-host Trenton Romph, Head of Marketing at Clozd, as we chat all things product marketing with these two experts in the field. Rekha and Tamara share how they build, manage, and measure their product marketing teams (dropping some grade-A acronyms in the process) and walk us through how they position their organizations to W.I.N.

Rekha

VP, Product Marketing, Service Cloud, Salesforce

Tamara Grominsky

VP, Product Marketing, Kajabi

What product marketer doesn’t love a good acronym? Especially one that gives you a leg up in your role and guides your organization to success.
In this episode of the Marchitect, you’ll learn the W.W.W. of product marketing, the M.A.P. approach to customer segmentation and the Position to W.I.N. framework to, well, winning. And you’ll learn about them from two product marketing leaders who are truly at the top of their game: Rekha Srivatsan, VP of Product Marketing at Salesforce and Tamara Grominsky, VP of Product Marketing & Lifecycle at Kajabi. 
Join me and my guest co-host Trenton Romph, Head of Marketing at Clozd, as we chat all things product marketing with these two experts in the field. Rekha and Tamara share how they build, manage, and measure their product marketing teams (dropping some grade-A acronyms in the process) and walk us through how they position their organizations to W.I.N.


S2 Episode 15: Positioning to W.I.N with Salesforce & Kajabi

We’ve all heard the term “go-to-market”. But do we really know what it means? And, more importantly, do we know what it takes to do it right?&nbsp;Go-to-market strategy will make or break your business. Apologies for the dramatics, but it’s gotta be said. You can have the best product in the world, but you won’t see a dollar of revenue until you build a solid go-to-market strategy for it. Then, it’s time for product marketing to step in for the W.I.N.&nbsp;In this special episode of the Marchitect recorded at Clozd’s WIN LOSS WEEK, we talk all things winning—how to win and how to win MORE. You’ll hear from go-to-market experts Sangram Vajre, best-selling author of MOVE and co-founder of Terminus and Peak Community, Amanda Malko, CMO at G2, and Kyle Lacy, Former SVP Marketing at Seismic.Sangram, Amanda, and Kyle give us their take on GTM strategy (with key tips for success) and walk us through how they work with product marketing to position to W.I.N.&nbsp;

Recent Episodes

SEASON 3

Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja

SEASON 2

S2 Episode 18: Positioning to W.I.N with Clari

S2 Episode 17: Positioning to W.I.N with Slack, Highspot & Clozd

S2 Episode 16: Positioning to W.I.N with Slack, Qualtrics & Airmeet

S2 Episode 15: Positioning to W.I.N with Salesforce & Kajabi

S2 Episode 14: Amanda, Kyle, Sangram: Your Go-to for GTM & Positioning to W.I.N

About The Show

The Marchitect

Rowan Noronha

Founder, Product Marketing Community