The Marchitect

By Product Marketing Community

Technology Business

What's The Marchitect about?

Presented by Pavilion, Powered by Casted & Produced by Share Your Genius The tide has turned, b2b buyers and sellers interactions have changed. Introducing a podcast series, The Marchitect, for b2b (product) marketing executives. Each episode will feature in-depth advice from executives who will tell you how they built impactful teams, optimized go-to-market efforts, and enabled customer-facing teams. The Marchitect is an easily digestible way to learn from your peers as you aspire to be an Architect of Growth. Welcome, and enjoy this podcast. Visit https://www.productmarketingcommunity.co to get access to all of the latest and greatest product marketing content!

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LAST EPISODE

S3 E9: Navigating Sales & M...

12.01.2023

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 ...

The Marchitect episodes:

12.01.2023 S3 E9: Navigating Sales & Marketing Alignment with Kevin "KD" Dorsey 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 ...
11.16.2023 REPLAY: Pricing with Confidence with Kyle Poyar (OpenView), Mark Stiving (Impact Pricing), & Jason Oakley (Productive PMM) 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 ...
11.02.2023 S3 E8: Product Launch 101 with Jason Oakley & Yi Lin Pei “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 ...
10.12.2023 S3 Episode 7: Transform Your Sales Pitch in 8 Steps with April Dunford 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 ...
09.28.2023 S3 Episode 6: Stop Leading with Benefits?! Fletch PMM’s Robert and Anthony Explain Why. 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. ...
07.13.2023 S3 Episode 6: Unlock the Power of Messaging In the dynamic function that is product marketing, it is essential to have a disciplined approach to planning core messaging. Listen to the latest episode of the Marchitect Podcast, featuring Robert and Anthony from Fletch PMM, as they share their ...
06.15.2023 S3 Episode 5: Unleashing Value with ABM and Product Marketing 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 ...
05.18.2023 S3 Episode 4: What do Content & Sales need from PMM with Morgan, Ashley & Devin 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 ...
04.06.2023 S3 Episode 3: Positioning to W.I.N. in an era of SaaS Rationalization 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 ...
03.31.2023 S3 Episode 2: How to GTM with Karen Steele and Sangram Vajre 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 ...
03.30.2023 S3 Episode 2: How to GTM with Karen Steele and Sangram Vajre 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 ...
03.09.2023 S3 Episode 1: Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja 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 ...
12.21.2022 S2 Episode 18: Positioning to W.I.N with Clari 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 ...
12.21.2022 S2 Episode 17: Positioning to W.I.N with Slack, Highspot & Clozd 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. ...
12.04.2022 S2 Episode 16: Positioning to W.I.N with Slack, Qualtrics & Airmeet 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 ...
12.04.2022 S2 Episode 15: Positioning to W.I.N with Salesforce & Kajabi 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. ...
09.09.2022 S2 Episode 14: Amanda, Kyle, Sangram: Your Go-to for GTM & Positioning 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 ...
08.26.2022 S2 Episode 13: Robin & Indy's Excellent Adventure (Positioning to W.I.N at Salesforce, Google, Linkedin, Box & more) 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 ...
08.12.2022 S2 Episode 12: Positioning to W.I.N with Vidyard, Ada & Clozd 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 ...
07.15.2022 S2 Episode 11: How to Position to W.I.N with Atlassian 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.
05.20.2022 S2 Episode 10: Learn how Salesforce, Adobe, Tealium, Salesloft, Marketo and Enverus Position to W.i.N 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 ...
05.06.2022 S2 Episode 9: Positioning Your Product to W.I.N. (Highspot, Klue, Gong, 6sense) 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 ...
04.21.2022 S2 Episode 8: Empowering and Delighting Your Buyers Through Content (Salesforce, Atlassian & Gong) 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 ...
04.07.2022 S2 Episode 7: The GTM Blueprint for Modern SaaS Companies (Terminus, TripActions & LaunchNotes) 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 ...
03.25.2022 S2 Episode 6: How to Build a Customer-Centric GTM Strategy (DoubleCheck) 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 ...
03.11.2022 S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise) 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 ...
02.24.2022 S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue) 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 ...
02.11.2022 S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions) Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only then would you think about which brand to buy. If the modern, self-guided B2B ...
01.27.2022 S2 Episode 2: Five Priorities for Product Marketers in 2022 We’ve all been there. 2022 is a clean slate, product marketers. There’s no better time to step back and assess what you learned throughout the pandemic. There’s no better time to ensure you’re using your finite resources on the right ...
01.27.2022 S2 Episode 1: Three Ways to Create Compelling B2B Content If there’s one thing B2B content teams get a lot of that’s requests: “We need a one-sheeter on our new product feature!” “Our widget is live … let’s draft a press release!” “Can you help me write a blog about ...
12.23.2021 Episode 10: Taming the Complex Mythical Beast (GTM) (Marqeta & Showpad) Most companies struggle with how to unite the business around a unified GTM strategy. In this episode, we welcome Jeff Otto, VP of Marketing at Marqeta. He's responsible for laying the foundations for their GTM approach. What sage advice did ...
12.10.2021 Episode 9: Different Than the Average Marketing Bear (Indeed & SEBA) In B2B, there’s lots of evidence that shows post-COVID buyers expect to do a lot on their own. This means marketing leaders need to build and structure their teams for self-serve. But what does that look like in practice? While ...
12.08.2021 Episode 8: You Don’t Have a Marketing Problem, You Have a Go-To-Market Problem (Winning by Design & Terminus) Most companies just don’t get it. The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous ...
10.21.2021 Episode 7: Revenue Enablement Fuel (Linkedin & Klue) The No. 1 reason sales reps miss quota is they can’t articulate value when speaking to buyers. In this episode, we discuss how product marketing can fuel more productive conversations. Sudeep explains the difference between sales enablement and revenue enablement. ...
09.30.2021 Episode 6: Building with Purpose (Atlassian & SEBA) Employees want their work to have meaning. So how can you create opportunities for people to do meaningful work? How can you build a purpose-driven company to attract and retain top talent? Robert talks about what he and the Atlassian ...
08.31.2021 Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong) In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a ...
08.12.2021 Episode 4: The Intelligent Path to Revenue (Gong & Klue) In this episode of The Marchitect, my guest co-host Jason Smith, CEO of KLUE, and I chat with Gong’s infamous CMO, Udi Ledergor, about how the world of buyers and sellers has changed. And not just during the pandemic, probably ...
07.29.2021 Episode 3: Transformational Marketing Leadership (Seismic & VMware) The tide has turned, b2b buyers and sellers interactions have changed. Carol, CMO, VMware, and Michael, CMO, Seismic share how their marketing teams are adapting to this new normal. In this session, we discussed:How to drive change management in your ...
07.12.2021 Episode 2: A CMO's Perspective: Adapting to New Buying Realities (Gong, Drift, Lessonly, Wanderlust) What used to work had to be shifted, adjusted, and changed to fit the new landscape. What could possibly be next? Throw out your pre-covid blueprint. The Product Marketing Community brought together an all-star cast of inspiring thought leaders to ...
06.22.2021 Episode 1: Welcome to the Marchitect (Casted & PMC) The tide has turned! B2B buyers and sellers interactions have changed. Marketing is at the center of transformational change in nearly every B2B company. Customer expectations, spending, and behaviors are constantly shifting. And product marketing has emerged as a critical ...

The Marchitect

What's The Marchitect about?

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The Marchitect episodes:

S3 E9: Navigating Sales & Marketing Alignment with Kevin "KD" Dorsey

REPLAY: Pricing with Confidence with Kyle Poyar (OpenView), Mark Stiving (Impact Pricing), & Jason Oakley (Productive PMM)

S3 E8: Product Launch 101 with Jason Oakley & Yi Lin Pei

S3 Episode 7: Transform Your Sales Pitch in 8 Steps with April Dunford

S3 Episode 6: Stop Leading with Benefits?! Fletch PMM’s Robert and Anthony Explain Why.

S3 Episode 6: Unlock the Power of Messaging

S3 Episode 5: Unleashing Value with ABM and Product Marketing

S3 Episode 4: What do Content & Sales need from PMM with Morgan, Ashley & Devin

S3 Episode 3: Positioning to W.I.N. in an era of SaaS Rationalization

S3 Episode 2: How to GTM with Karen Steele and Sangram Vajre

S3 Episode 2: How to GTM with Karen Steele and Sangram Vajre

S3 Episode 1: Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja

S2 Episode 18: Positioning to W.I.N with Clari

S2 Episode 17: Positioning to W.I.N with Slack, Highspot & Clozd

S2 Episode 16: Positioning to W.I.N with Slack, Qualtrics & Airmeet

S2 Episode 15: Positioning to W.I.N with Salesforce & Kajabi

S2 Episode 14: Amanda, Kyle, Sangram: Your Go-to for GTM & Positioning to W.I.N

S2 Episode 13: Robin & Indy's Excellent Adventure (Positioning to W.I.N at Salesforce, Google, Linkedin, Box & more)

S2 Episode 12: Positioning to W.I.N with Vidyard, Ada & Clozd

S2 Episode 11: How to Position to W.I.N with Atlassian

S2 Episode 10: Learn how Salesforce, Adobe, Tealium, Salesloft, Marketo and Enverus Position to W.i.N

S2 Episode 9: Positioning Your Product to W.I.N. (Highspot, Klue, Gong, 6sense)

S2 Episode 8: Empowering and Delighting ​Your Buyers Through Content (Salesforce, Atlassian & Gong)

S2 Episode 7: The GTM Blueprint for Modern SaaS Companies (Terminus, TripActions & LaunchNotes)

S2 Episode 6: How to Build a Customer-Centric GTM Strategy (DoubleCheck)

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue)

S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions)

S2 Episode 2: Five Priorities for Product Marketers in 2022

S2 Episode 1: Three Ways to Create Compelling B2B Content

Episode 10: Taming the Complex Mythical Beast (GTM) (Marqeta & Showpad)

Episode 9: Different Than the Average Marketing Bear (Indeed & SEBA)

Episode 8: You Don’t Have a Marketing Problem, You Have a Go-To-Market Problem (Winning by Design & Terminus)

Episode 7: Revenue Enablement Fuel (Linkedin & Klue)

Episode 6: Building with Purpose (Atlassian & SEBA)

Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong)

Episode 4: The Intelligent Path to Revenue (Gong & Klue)

Episode 3: Transformational Marketing Leadership (Seismic & VMware)

Episode 2: A CMO's Perspective: Adapting to New Buying Realities (Gong, Drift, Lessonly, Wanderlust)

Episode 1: Welcome to the Marchitect (Casted & PMC)

S2 Episode 8: Empowering and Delighting Your Buyers Through Content (Salesforce, Atlassian & Gong)