The Marchitect

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 Product Marketing Canvas.

This canvas goes beyond traditional business model and value proposition canvases, providing a framework to articulate your product's essence effectively. By following four key steps, you can master the art of conveying your product's value: identifying your target audience, defining its functionality, understanding its mechanics, and showcasing its significance.

Further, when it comes to promoting your product, conventional wisdom may lead you astray. Robert and Anthony share a counterintuitive tip: stop talking about your product. 

They go on to share that understanding your target customer segments and their flawed methods is crucial to differentiate from your competition. 

Finally, they talk about why your homepage plays a significant role in your go-to-market strategy, but warn that there is no one-size-fits-all template. 

Tune in to learn how to approach your core messaging, promotion, differentiation, and homepage design in your competitive market.

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 Conant, CMO 6Sense, and Dustin Deno, CRO Affinity.

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 our value for our customer’s money efficiently?

Listen to Rowan Noronha, Founder of the Product Marketing Community, and guest host Ashley Faus, Director of Integrated PMM, Atlassian, who are joined by Morgan Ingram, Founder & Chief Edutainment Officer, Ascension Media Productions, and Devin Reed, Director of Content & Thought Leadership, Clari exploring how content and community solutions and strategies emerge from a deeper understanding of sales and revenue.

Listen to Ashley, Morgan, Devin and Rowan as they discuss what content marketing and sales need from product marketing in order for their companies to Exchange Value for Money… efficiently.

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.

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. 

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. 

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 misunderstood concepts. If you can master them, they can be the most powerful strategic tools at your disposal. So, if you're a CMO or product marketing leader wondering where to start, we've got the experts for you: April Dunford, Emma Stratton, and Peep Laja.

We cover everything from defining what exactly is positioning and messaging, to sharing examples of great b2b positioning and messaging, and even diving into the process of developing your own. We'll talk about who owns positioning and messaging, and the "rules of engagement" between leadership, product, marketing, sales, customer success, revenue operations, and more.

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 understand how they’re working together to create a leading and lasting category: Kyle Coleman, SVP of Marketing, Julien Sauvage, VP of Corporate & Product Marketing, and Devin Reed, Director of Content & Thought Leadership.

You’ll learn how and why they maintain a strong collaboration between content and product marketing, what metrics they use to define success, and how they’re working together to position Clari to W.I.N.

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 Global Sales, and Success Enablement at Slack, and product marketing superstar Jarod Greene, VP of Product and Customer Marketing at Highspot.

You’ll learn who the key interlocks are for product marketing and enablement, what each function’s expectations are for the other, what metrics to use to measure success and how both teams can help organizations Position to W.I.N.

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 GTM strategies: Mark Kilens, CMO at Airmeet, Ronell Hugh, SVP, Product Marketing & Strategy | Digital XM at Qualtrics, and Sheevaun Thatcher, VP Global Sales and Success Enablement at Slack.

You’ll learn their tips for building and maintaining a strong partnership between product marketing and enablement, what metrics they use to define success, and how they’re positioning their organizations to W.I.N.