C.M.O / Product Marketer
Send a job offer directly to this candidate
What's the reason for certifying in Product Marketing in 2023 & the focus on buyer/customer enablement - I hear some people ask?
It immediately enhances my skills as Head of Marketing / Demand Gen - maximising the sale won OKR's of the leads I have helped generate. Also, some companies do not have Product Marketing Managers (PMM) in place - yet as a Head of Dept / Dem Gen, your roles & responsibilities very often include those of a PMM.
In the absence of a PMM, the certification is a huge benefit as I can also ensure working effectively at the hub of Marketing/Sales/CS/Product & Engineering. In the presence of one/many PMMs, having an understanding of their role/challenges/wants & needs - benefits the company with my cross functional knowledge & capabilities.
It's a mission to get products, marketers, sales, CS, product AND buyers all aligned, in every direction and combination.
Result: More leads, cheaper leads, accelerated sales pipelines, happier buyers.
As a marketer we are partly judged & renumerated on cost per sale / # of sales. I need to have a greater understanding of the challenges faced by BDR, AE's & sales leaders.
Once leads are generated, as marketers we relinquish a lot of control & responsibility to sales, plus possibly leave it to sales altogether to figure out how to deal & communicate best with this problem of buyer indecision.
We still need to play a part here, helping sales to identify, communicate & deal with the challenging distinction between:
a) customers deciding to stay where they are. Decision made.
vs b) wanting to make the leap, but can’t…& being endlessly indecisive.
It’s challenging because both factors are different, however effectively it’s classed as the same outcome.
Inaction.
Very easy then to apply the sales techniques etc for a) to b) – which can be counter productive & adversely affects your metrics….
It’s b), the latter indecisive inaction factor that’s harder to spot that kills most deals in the sales funnel along with sub optimal, sometimes non existent, cross functional product marketing setups in more mature companies..
It’s why I started Apricity.
– Mark, Apricity, Q2 2023
