Case Study

CA Technologies: Transforming The Product Marketing Function

January 1st, 2018


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.