Better product marketing
During more than 20 years of working in product marketing around the world, I’ve seen many great marketing teams and actions.
And some not so great ones.
I am absolutely convinced that companies can make a big impact to their top and bottom line with just some minor changes to their product marketing activities, but are often short of resources, time or the competencies needed to make this happen. A small improvement in product marketing effectiveness can deliver exponential returns.
The challenge of finite marketing resources guides teams to focus on being efficient in their deployment- that is to say doing things right- rather than being effective and doing the right things.
Doing things right ≠ doing the right things
Being efficient is what organisations strive for but are your efforts just about improving what you already do ?
Too many marketing teams keep doing what they always have. Just because.
And the same old actions keep delivering the same old results. Many of these things were the right things but the world has moved on.
This is why a refresh is needed. It’s not always about forgetting what you are doing and starting with a blank page, after all you’ve come this far so something has been working. Think of it of as redecorating your house, not knocking it down and building a fresh one!
Of course fresh can be good – a fresh pair of eyes or legs, a fresh angle or perspective, fresh ideas – but unless you are needing to dramatically change your business model or disrupt the marketplace then an approach of evolution rather than revolution could meet your needs better.
With a career focused in Industrial Sales and Marketing I’ve worked in many different product marketingroles with teams and colleagues around the world, with a deep experience in Asia – especially China, India and Japan – as well as across Europe and the Americas.
From Product Manager for a variety of market leading offers, through to Marketing Director for a major product family; within a country marketing organization directly facing the customer, through to roles in Corporate structures.
You can view my LinkedIn profile here.
British born, I moved to a small city in south west France in 2008 with my family with a view to stay 3 years – we are still here today and we all love the different culture. A native English speaker and fluent in French , I’m often to be found in a pair of running shoes when I can get some spare time.