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Technology – Chief Marketing Officer

Company Size & Timeframe

  • $50+ billion in revenue
  • 3 months

  • Results

    • Internal shift to new product offering
    • Collaboration between product marketing and product management
    • Centralization of sales and marketing for faster speed to market

  • Company Profile & Position

    • Chief Marketing Officer

  • Situation

    • Very large enterprise with many layers
    • Needed to act more like a start-up than a legacy enterprise company
    • Spin-off: New company, new brand, new product. Needed its own identity
    • Little awareness in marketplace of the brand, the industry being created and its product
    • Segmented product marketing and product management

  • Implementation

    • Created “top 10” go-to-market (GTM) recommendations based on market research
    • Developed integration plan for product marketing and product management
    • Created new GTM concept, storyline and pitch
    • Established positioning statement, suggested language, imagery and taglines
    • Provided various strategies for internal feedback before finalizing implementation plan

Cerius Insights

“The work done helped lead the way to centralizing of all of sales and marketing functions, such as product marketing providing quicker speed to market.”

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