A VP of products for a B2B technology company was tasked to develop the next chapter of his company’s vision and roadmap. Recognizing the importance of building a value proposition shared and commonly understood across the company, he hosted a marketing & engineering “summit” designed to be a working session to take the first step on his journey to the marketing high ground. In many companies product roadmaps represent merely a collection of feature enhancements and bug fixes. But, the intrepid VP wanted to leap frog this kind of tactical thinking. In order to be strategic, a new approach was required. Continue reading
The Marketing High Ground (noun)That special place where marketers know the market so well that they become acknowledged and valued within their organization as the customers' advocate.
Have you reached the high ground? Click on the book cover to add a book review & share your own journey.
Marketing Campaign Development book
- advisory council advisory councils Alignment Andres Vergara B2B messaging B2B Messaging Boot Camp B2B persona benefits benefit statements bull's eye business case buyer persona CAB CABs campaign manager categories category compelling reason to buy competitive differentiation cross-functional team customer advisory board customer advisory boards customer executive forums demographics elevator pitch entrepreneur Excerpt executive forum executive presentation features vs benefits Leadership Linda Popky Marketing marketing and sales alignment marketing blueprints Marketing High Ground marketing persona marketing plan marketing strategy market segmentation message box messaging messaging course Messaging examples online course persona persona template positioning positioning statement psychographics Skeptical Futurist startup storytelling target audience segmentation Udemy use cases value proposition vc pitch vc presentation VOC Voice of the customer WholeMeaning workshops