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Learn how experienced marketing practitioners conduct a product launch, do product marketing, enable their sales channels and more.
Here are some of the many useful resources that PSN Members have shared for the benefit of the entire membership.
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 Sales and Marketing Need to Sleep in
the Same Bed
Bad marriages between the two are epidemic
Differences in the way that sales teams and marketing departments are focused, managed and paid often leads them in conflicting directions. But there are strategies for harmonizing their missions that benefit everyone. Christine Crandell, executive vice president and chief marketing officer for data center technology provider Egenera, has seen it in some of the nation’s leading technology companies and helped repair their sales-marketing rifts.
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Getting Sales to Improve Marketing’s Leads
Have them craft campaigns together
The natural tension between Sales and Marketing is understandable, but it’s frequently counterproductive. Christine Crandell, Chief Marketing Officer for Egenera Inc. and a PSN Member, has found that collaborative Sales/Marketing councils which create and implement marketing campaigns can yield huge benefits.
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Case Study: How Ariba Became a Market Leader by Getting Sales and Marketing to Cooperate
Coordination between a company’s sales force and its marketing department sometimes requres direct and active intervention. Christine Crandell, who is currently executive vice president and chief marketing officer for Egenera, was previously a marketing VP for Ariba, where she learned first-hand about bringing the two functions together.
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Confessions of a Product Evangelist
If you listen closely, you can feel the rapture
As product evangelism migrates from west to east, its proponents are bringing a new level of energy, enthusiasm, and engagement to the technology development and marketing process. Ray Schraff, Hyland Software’s Manager of Product Evangelism, shepherds a team of practitioners who use a variety of high-energy techniques to preach to the company’s choir of employees, its channels, and its customers.
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Show Them Your Smarts
Leverage your industry expertise
Your product managers may represent a more powerful expert resource than your marketing people realize. Veteran marketing director Joan Tesla explains how to leverage their industry knowledge as an asset for building industry awareness, satisfying client needs, and driving sales success.
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Keeping Sales on the Same Page as Marketing
Their alignment is seldom perfect, but it can usually be improved
Product Marketing and Sales depend on one another for either to succeed. But the two almost always have a different perspective on the marketplace, and that can give rise to tensions, inefficiencies, or worse. Innovation Works Portfolio Executive Jim Jen has been there and offers his observations on where these tensions come from and how they can be overcome.
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Enabling Sales: Case Studies to Empower Your Sales Force (Part II of III)
