Summary
When B2B marketing organizations shift from product-focused marketing to audience-focused marketing, they often find that the role and skills of the marketing function aligned to products and business units (aka product marketers) need to change. By transforming the mindset of product marketers, and retraining and retooling the function, the organization is enabled to produce content that resonates with buyer audiences and is used more extensively by sales. In this report, we describe how CA leveraged the Portfolio Marketing research service to build an internal training and skills transformation program to improve product marketing across the enterprise.
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