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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