Product marketing

Great B2B positioning will die inside the company if it doesn’t successfully make the jump from marketing to sales. Once you’ve worked through your positioning inside the company, the most common way ...

To understand a concept deeply, you need to know The Greats. Frankly, this is why I reluctantly reached out to “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout. After all, the book wa...

Many companies think that positioning starts with choosing a market category because they believe it’s the most important part. In my positioning work with clients, teams sometimes become so obsessed...

It’s a fact—product marketing is cross-functional. How do you approach a new role knowing you’re going to work with and rely on a lot of teams in your organization? We’ve created a plan for your first...

It’s a SaaS-y world out there. You can rent a corner of the cloud to do just about anything for your business. But first, you need to find your best pick from the long list of vendors in [insert SaaS ...