The Differentness/Sameness Matrix
Thinking Aloud – a Perspective on Assessing the Level of Differentiation and its Value in the Marketplace I’ve been doing some reading lately (a thank you to DR for the recommendation on Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets) as well…
Getting Mindshare and Campaign Air Cover for Product Marketers in Larger Companies
One of the challenges for Product Marketers in much larger organizations is their respective portfolios getting the market air cover they need through campaigns and other efforts. In this blog post, I’m going to focus on how to get more mindshare across the various marketing…
Product Marketing: The Factory and Distribution Channels
Product Marketing is the Factory and the Other Competency Areas in Marketing Are the Distribution Channels I’ve used this analogy before and the last time I did was a couple years back when interviewing with the head of Demand Generation at the company I currently…
Resetting Marketing Messaging
Once in a while at a company, you come to a point where the marketing message has taken on a life of its own and it becomes clear that you need a reset. Maybe the marketing message had been in effect so long while the…