Start Date: Thursday, June 6, 2013
    Start Time: 11:30 a.m. EDT / 4:30 p.m. BST

 
 

Product marketing is no longer just about marketing products. The function has slowly evolved into different organizational variations in response to companies’ focus on industries, solutions or other customer segments that address buyer needs and opportunities for growth.
Align existing product, solution and industry marketers under one role
The portfolio marketing leader drives the go-to-market strategy definition and architectural mapping for the organization. During this Webcast, attendees will gain insight into:
  • What are the responsibilities of the portfolio marketing leader?
  • Why should this role report to the CMO?
  • Which job roles and existing functions (e.g. industry marketing, product marketing, solution marketing) fall under the authority of the portfolio marketing leader?
  • How do the marketing leaders in a business unit align to the portfolio marketing leader?
  • How does portfolio marketing interlock with product management, sales enablement and the rest of global marketing?
  • How does an organization build a go-to-market architecture that encompasses industries, solutions, personas and products?   

Marisa Kopec, Vice President and Group Director
Portfolio Marketing: The "New" Product Marketing
 
 
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Marisa leads SiriusDecisions’ Product Marketing and Management (PMM) service, delivering research and advice to help product marketers and managers succeed.