Discover how product marketers can elevate B2B product launches by becoming the orchestrators of cross-functional teams, driving alignment among diverse audience segments, and leveraging innovative enablement strategies. In this episode, expert guests Tamara Grominsky, Julien Sauvage, and Beth Rogers share their experiences and insights on successful launch cadences, trend jacking, and creating proactive market strategies. Hosts: Rowan Noronha & Julien Sauvage Guests: Tamara Grominsky & ...
Oct 02, 2024•1 hr 3 min•Season 4Ep. 5
In this episode of The Marchitect, we dive into the art and science of tech messaging with two industry powerhouses: Emma Stratton and Devin Reed. Emma, on the brink of launching her new book on crafting simple yet impactful tech messaging, shares her insights on how to win hearts, minds, and markets with clear communication. Devin, a maestro in creating memorable content that drives growth, discusses his journey in building brand loyalty and pipeline at Gong and Clari.
Aug 27, 2024•54 min•Season 4Ep. 4
In today’s competitive landscape, how do you make your solution the clear choice for your best-fit customers? Join us as we uncover the secrets to a compelling sales pitch with April Dunford, author of Obviously Awesome and her latest, Sales Pitch . April reveals how to transform your pitch into a story that helps customers navigate their options, understand the trade-offs, and confidently choose your solution. She also explains why many companies struggle to carry their positioning into sales c...
Jul 23, 2024•1 hr 2 min•Season 4Ep. 3
Anthony Pierri and Rob Kaminski are the people you want building your homepage. They don’t mess around when it comes to positioning and messaging in product marketing and it’s why they’re on The Marchitect for this unmissable episode. Unfortunately, there’s no place where companies lose their positioning and messaging more than their homepage. We’re here to fix that. Credits: The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your fir...
Jun 20, 2024•58 min•Season 4Ep. 2
There’s so much confusion around what a modern go-to-market is, and what marketing’s role is in developing and executing against a successful GTM strategy. In the first episode of The Marchitect, Sangram Vajre, Founder at GTM Partners, Trinity Nguyen, VP Marketing at UserGems, and Yi Lin Pei, Founder at Courageous Careers share: the modern go-to-market, and the role of the CMO and their PMM leader the difference between marketing the business, and the business of marketing the key characteristic...
May 17, 2024•58 min•Season 4Ep. 1
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 on...
Dec 01, 2023•36 min•Season 3Ep. 9
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 ca...
Nov 16, 2023•33 min•Season 3Ep. 9
“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 ...
Nov 02, 2023•53 min•Season 3Ep. 8
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 ...
Oct 12, 2023•52 min•Season 3Ep. 7
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 ...
Sep 28, 2023•48 min•Season 3Ep. 6
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 Cona...
Jun 15, 2023•46 min•Season 3Ep. 5
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 o...
May 18, 2023•53 min•Season 3Ep. 4
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.
Apr 06, 2023•30 min•Season 3Ep. 3
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....
Mar 30, 2023•45 min•Season 3Ep. 3
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 misund...
Mar 09, 2023•44 min•Season 3Ep. 1
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 u...
Dec 21, 2022•39 min•Season 2Ep. 18
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...
Dec 21, 2022•58 min•Season 2Ep. 17
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...
Dec 04, 2022•31 min•Season 2Ep. 16
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 Gromi...
Dec 04, 2022•1 hr 6 min•Season 2Ep. 15
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 recorde...
Sep 09, 2022•42 min•Season 2Ep. 14
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 customer NARRATIVE 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...
Aug 26, 2022•1 hr 5 min•Season 2Ep. 13
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...
Aug 12, 2022•49 min•Season 2Ep. 12
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.
Jul 15, 2022•46 min•Season 2Ep. 11
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 IM...
May 20, 2022•52 min•Season 2Ep. 10
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 offer NARRATIVE you need to craft internally and externally to convey your value In this episode of The Marchitect, Jason Oakley, Senior Director of Product Marketing at Klue and I chatted with three tip-t...
May 06, 2022•54 min•Season 2Ep. 9
If there’s one thing your content team wants you to know it’s that they do a heck of a lot more than just writing blog posts. Content marketers are strategists to their core. They architect a playground of content for today’s self-serve buying teams to navigate—carefully balancing the need to drive prospects through the funnel while creating brand content that engages and delights. In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community chatted with three con...
Apr 21, 2022•46 min•Season 2Ep. 8
Building a product is one thing. But building a robust go-to-market strategy for that product is a whole new ball game. There’s so much confusion around what go-to-market is, who owns it, and where to start when it comes to developing a successful GTM strategy. In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community and Jake Brereton, Co-Founder & COO at LaunchNotes, chatted with renowned go-to-market experts: Meagen Eisenberg, CMO at TripActions, and San...
Apr 07, 2022•31 min•Season 2Ep. 7
43% of B2B buyers would prefer a rep-free buying experience. Today’s self-serve buyers prefer to get their info from trusted influencers in their communities—like their peers, research analysts, and industry thought leaders. So, what’s a sales rep or marketer to do? Earn the advocacy of your customers and the trust of your buyers. How do you do that? By developing a GTM strategy that is customer-centric to its core. In this episode of The Marchitect, legendary B2B SaaS GTM guru Jill Rowley share...
Mar 25, 2022•37 min•Season 2Ep. 6
If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.” In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fi...
Mar 11, 2022•38 min•Season 2Ep. 5
Pricing is the top profit lever at companies. Pricing can boost profits way 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 of The Marchitect, pricing gurus Mark and Kyle explain which function should own pricing (cough, product marketing) and how to choose the right pricing strategy....
Feb 24, 2022•35 min•Season 2Ep. 4
