Katie is a strategic business leader with more than 20 years of experience working in sales and marketing to create and align go-to-market strategies for B2B organizations. Her key areas of expertise include strategy and planning, messaging and positioning, content creation, and product marketing. As a member of the SiriusDecisions portfolio marketing research service, Katie delivers research and advice to help portfolio marketers and managers succeed.
To identify the knowledge assets that will enable customer-facing roles to acquire, grow, and retain customers, portfolio and customer marketers must identify buyer and customer preferences for interactions and content.
This report provides a framework for determining how to structure a portfolio marketing team to drive the best results for the business without overtaxing team members.
This report directs clients to selected research, tools, and resources that will help them understand, develop, and deploy B2B buyer personas.
This report defines four steps that guide portfolio marketing leaders through the actions required to take a thoughtful, structured approach to evaluating, planning, and executing organizational design in alignment with business objectives.
B2B buyer personas. In this report, we outline a B2B buyer persona interview guide — a framework for conducting primary research and collecting the information required to build a persona-based buyer knowledge foundation in a consistent manner.
This report explains how to deliver and optimize information to buyer- and customer-facing roles to improve their interactions, which is the fifth step of the Knowledge Enablement Model.
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