In many organizations, product management and engineering work in isolation on building a product, only to throw it over the wall to marketing and expect them to somehow “market it.” It’s not just alignment with product marketing that’s an issue – most B2B companies are bifurcating marketing into specific roles like demand generation, corporate marketing, content marketing, regional/field marketing, channel marketing, marketing operations… and the list goes on. Having product management work effectively with product marketing and other marketing functions is essential for product success. This session covers specific techniques for product managers to get better alignment with marketing colleagues.
Our Speaker: Jeff Lash
Jeff is a Research Director at SiriusDecisions, where he conducts research and advises product management teams within B2B companies on how to improve performance and effectiveness. He has 10+ years experience in product management, user experience and product development. Jeff also writes the popular How To Be a Good Product Manager blog (www.goodproductmanager.com) and is on Twitter as @jefflash.