The Marchitect

When was the last time your marketing team talked to an actual customer? It’s time to change that. And Kevin ‘KD’ Dorsey is here to tell you why.With over a decade of experience in sales and marketing, current SVP of Sales & Marketing at Bench Consulting, KD is well-versed in how to elevate your sales and marketing alignment. From driving urgency to strengthening your sales and marketing alignment, KD has tips, practical advice, and real-life stories to share. You won’t want to miss this one.In this episode, you’ll learn:Why you can never know too much about your customersHow to multithread your sales process and speak to each person on the buying committeeAnd understand the connection between urgency and conversion.Jump into the conversation:[02:40] Why you MUST understand your customer[05:40] KD’s 6 must-ask questions[09:40] Optimizing conversion with ‘want’[12:09] What is multithreading?[24:30] The friend zone of salesConnect with KD: https://www.linkedin.com/in/kddorsey3/Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/Product Marketing Community: https://www.productmarketingcommunity.co/Presented by Pavillion https://www.joinpavilion.com/Powered by Casted https://www.casted.us/Produced by Share Your Genius https://www.shareyourgenius.com/

In this replay episode, join our host, Rowan Noronha, as he discusses how to price with confidence with Jason Oakley (Founder, Productive PMM), Mark Stiving (Founder, Impact Pricing), and Kyle Poyar (Operating Partner, OpenView).Your pricing structure is your top profit lever. It can boost profits much more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price.Why is pricing underdeveloped in most companies? And how can companies do better?In this episode, pricing gurus Mark and Kyle explain which function should own pricing (cough, product marketing) and how to choose the right pricing strategy.

“Product marketing needs to captain your product launch.”A bold statement. And one that our host, Rowan Noronha, and our guests, Jason Oakley and Yi Lin Pei stand behind wholeheartedly.There are so many misunderstandings when it comes to the product marketing team’s execution—from their role in early development to planning and executing a release versus a launch. And without a successful product marketing launch, your business’ growth can’t create its maximum impact.Jason Oakley, founder of Productive PMM, and Yi Lin Pei, Career Coach and founder of TechGrowthCoach, are both seasoned product marketers who share their own personal experiences and journeys in the field of product marketing, as well as their passion for driving diversity and growth within the industry. Jason and Yi Lin share their frameworks and step-by-step instructions to help product marketers get the most impact from a product launch.

Did you know that 40-60% of B2B software purchases end in no decision?Oftentimes, buyers let the deal go because they can't figure out how to confidently make a decision—they’re more worried about messing up than they are about missing out. And we can do better.Enter April Dunford, best-selling author, founder at Ambient Strategies, and Queen of Positioning sits down with our host, Rowan Noronha to to recap her core tenets of successful positioning and share tangible insights from her latest book, Sales Pitch.April shares how well-defined positioning can be a powerful efficiency tool for B2B companies because positioning means focus, and focus avoids waste. But positioning alone is not going to ensure your success in 2023 and beyond. You need a second tool to drive growth efficiency—a sales pitch. If positioning is your tool for efficient acquisition and go-to-market, a sales pitch is your tool to drive velocity. April masterfully shares how to transform your positioning into a sales pitch guaranteed to put your best foot forward.In this episode, you’ll learn:The 5 key components of positioning and how they correlate to your sales pitch.How to craft a successful sales pitch (based on your positioning) in 8 steps.Why you should always start your sales pitch with your insight into the market.Jump into the conversation:(01:00) Why Do We Need Better Positioning?(06:30) 5 Key Components of Positioning(13:00) Creating a Sales Pitch Based on Insight & Value(20:00) 8 Components of A Successful Sales Pitch(45:000 How to Test Your New Sales PitchSo join us as April Dunford shares her insights on developing a well-structured sales pitch that aligns with the company's positioning, testing and iterating the pitch, and achieving alignment between marketing and sales. A must-listen for product marketers and B2B CMOs looking to improve their positioning and sales strategies.Connect with April: https://www.linkedin.com/in/aprildunford/Order her book, Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021/ref=sr_1_1?crid=1BBS4444TKYE9&keywords=april+dunford&qid=1695046839&sprefix=april+dunford%2Caps%2C106&sr=8-1Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/Product Marketing Community: https://www.productmarketingcommunity.co/Presented by Pavillion https://www.joinpavilion.com/Powered by Casted https://www.casted.us/Produced by Share Your Genius https://www.shareyourgenius.com/

Does your product marketing lead with value? And how is that hurting your brand?Imagine if you led with capability. Enter Robert Kaminski and Anthony Pierri, Partners at Fletch PMM, who specialize in positioning and website messaging for early-stage startups.They sit down with our host, Rowan Noronha, to delve into the importance of building a bridge between your product and potential customers. They share their experiences building trust and credibility through genuine interest and expertise by walking through their proprietary messaging and positioning strategy. (This is free stuff, folks!)Positioning and messaging are key elements of product marketing, and Robert and Anthony provide valuable tips on approaching them effectively. Whether you're a seed or Series A company with multiple target segments or a mature market with fierce competition, they've got messaging and positioning tips to apply today.In this episode, you’ll learn:Positioning isn’t just one document—it matures and expands as your company does.Why shared language is critical to building, growing, and assessing your product marketing strategy and execution.Leading with capability instead of value is more impactful when marketing your early-stage startup products.Jump into the conversation:(4:35-5:01) The importance of positioning during company growth(8:45-11:00) Shared language in product marketing(15:57-16:30) Messaging strategy for early-stage startupsJoin us as we explore the eight elements of messaging and positioning strategy, and learn how to use different types of anchors to attract customers. From problem-solving to showcasing unique features and promising significant benefits, Robert and Anthony will guide you in creating compelling content.Resources:Check out their slides here: https://listen.casted.us/public/74/The-Marchitect-95ffab0b/164d988d/share/ba8485d3Fletch PMM: https://www.fletchpmm.com/Connect with Robert: https://www.linkedin.com/in/heyrobk/Connect with Anthony: https://www.linkedin.com/in/anthonypierri/Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/Product Marketing Community: https://www.productmarketingcommunity.co/Presented by Pavillion https://www.joinpavilion.com/Powered by Casted https://www.casted.us/Produced by Share Your Genius https://www.shareyourgenius.com/

Generating revenue is a team sport. But what is it about modern revenue leaders that make them great team captains?How do you capture and create demand in SaaS organizations with the help of Product Marketing and ABM? What processes do you build to bridge these two? Join host Rowan Noronha, Founder of the Product Marketing Community, and guest host Sam Jacobs, Founder, Pavilion as they explore the interlocks and intricacies of value and revenue generation with modern revenue leaders Latane Conant, CMO 6Sense, and Dustin Deno, CRO Affinity.

Did you know that PMMs and Content Marketers across organizations miss out on one integral element in their revenue pipelines? A sit down with their sales team!Often perceived as “no strings attached,” the ideal relationship between pmm-content-sales should look like a marriage to accelerate your revenue goals.How do sales, especially those on the front lines like SDRs/ BDRs, view, and leverage product marketing & content? Can product marketing & content marketing help sales exchange our value for our customer’s money efficiently?Listen to Rowan Noronha, Founder of the Product Marketing Community, and guest host Ashley Faus, Director of Integrated PMM, Atlassian, who are joined by Morgan Ingram, Founder & Chief Edutainment Officer, Ascension Media Productions, and Devin Reed, Director of Content & Thought Leadership, Clari exploring how content and community solutions and strategies emerge from a deeper understanding of sales and revenue.Listen to Ashley, Morgan, Devin and Rowan as they discuss what content marketing and sales need from product marketing in order for their companies to Exchange Value for Money… efficiently.

What can CMOs do in 2023 to drive efficiency, increase velocity, and prove value to customers?This episode breaks down two of the most important levers CMOs can pull — well-defined positioning and revenue plays. Join host Rowan Noronha live from #PavilionCMOSummit2023 as he talks product marketing strategies with Kyle Coleman, SVP Marketing, Clari, Meagan Eisenberg, CMO, Lacework, and Sydney Sloan, Executive in Residence, Scale Venture Partners.

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

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.

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.

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.

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.

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.

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? 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. 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. 

What does it take to win at an enterprise, high-growth company? And how can product marketing chart the course? It all comes down to three key decisions product marketing leaders need to make to W.I.N.:WHO you are going to win with and WHO you are going to win against IMPACT your product provides to your customerNARRATIVE you need to craft to convey your value In this episode of the Marchitect, Jorge Soto, from Reprise and I chatted with two seasoned enterprise marketing executives who gave us their expert take on how product marketing can position companies to W.I.N.In this episode, you’ll learn from Robin Daniels (Ex. LinkedIn, Salesforce, Box), and Indy Sen (Ex. Google, Salesforce, Box).

It’s the role of product marketers to act as architects of growth (or “Marchitects”, as we like to call them around here) and help their companies position to W.I.N. (Who.Impact.Narrative)Product marketing leaders need to pin down:WHO you are going to win with (from “anyone who fogs glass” to a drilled-down ICP) and WHO you are going to win against IMPACT your product provides to your customer (and how you’re going to prove it to them) NARRATIVE you need to craft to convey your value (in a way your customers are actually going to understand) In this episode of the Marchitect, Trenton Romph, Head of Marketing at Clozd and I chatted with two legendary marketing leaders who gave us the lowdown on how they position their companies to W.I.N.In this episode, you’ll learn from Ruth Zive, CMO at Ada and Tyler Lessard, VP Marketing at Vidyard. 

What does it take to W.I.N.?In the latest episode of The Marchitect, Atlassian's Global Head of PMM shares how he builds manages, and measures his product marketing team of close to 100 people.

Product marketers have a lot of decisions to make when it comes to positioning. Do you lean in on creating a sense of urgency for the buyer? (“Your business will fail without our product’s help!”) Or tell them they’re doing great so far, but can scale faster and easier with your product in place? And those types of decisions are just the tip of the iceberg.To position products to W.i.N., product marketers need to nail down:WHO you are going to win with and who you are going to win against IMPACT your product provides the buyer and end-user (who are not always the same person)NARRATIVE you need to craft to convey your valueIn this episode of The Marchitect, Leslie Talbot, SVP of Marketing at Corporate Visions and I chatted with three brilliant marketing executives who gave us the lowdown on how they position their companies to W.i.N. In this episode, you’ll learn from: Keri Brooke, CMO at Enverus, Heidi Bullock, CMO at Tealium, and Sydney Sloan, former CMO at Salesloft and current market strategy advisor.

A good product marketer positions your product to win. A great product marketer positions your product to W.i.N.It’s the role of product marketing leaders to understand and communicate:WHO you are going to win with and who you are going to win against IMPACT you provide through the value you offerNARRATIVE you need to craft internally and externally to convey your valueIn this episode of The Marchitect, Jason Oakley, Senior Director of Product Marketing at Klue and I chatted with three tip-top product marketing leaders:Jam Khan, SVP Product Marketing at 6Sense, Julien Sauvage, VP Product Marketing at Gong, and Jarod Greene, VP Product Marketing at Highspot.Jam, Julien, and Jarod gave us a crash course in product marketing and shared how each of them uses the W.i.N. framework to position their products to, well, win.