“Traditional business and marketing models are having a Whitewalker moment” – Amit Pande

We were proud to host Amit Pande, Head, Marketing and Sales Enablement, Tact.ai– for a webinar on ‘Create 10x Revenue With Product Marketing’. Amit is a curious and passionate product-led marketer with experience design roots. He has a track record of leading high-performance business and product teams to growth. He believes in values-based leadership. He serves on the Alumni Board of Stanford GSB and supports non-profit projects with the Stanford Alumni Consulting Team. His areas of expertise and interest include business leadership, general marketing, product marketing, sales enablement, product management & development. He is an empathetic & level headed leader endorsed by many industry stalwarts.

Here are the key takeaways from the Webinar –

1. Traditional Marketing is dead – 77% customers prefer customised marketing campaigns.The idea of mass marketing and sales has changed. Using a ‘Game of Thrones’ reference, Amit compared traditional marketing to whitewalkers.
2. Product Marketing as a revenue catalyst – Elevate a new ecosystem dialogue; enable sales teams to win airgame; connect key benefits to needs across the buyer chain and craft a memorable story about the core product. Learn more here – https://www.productleadership.com/skills/marketing/
3. Create organizational design – When hiring for the product management team, look for core skills like thought leadership, market intelligence, product innovation and go-to-market strategy. Align these skills with the CMO’s team and you will create a dream marketing team.
4. Function of storytelling in product marketing –  Stories can scale at every level of value – brand stories; customer stories; peer recommendations.
5. A basic and effective story framework – What? So What? Now What?
6. Examples of product storytelling – PeopleGeek HR persona storytelling; Identity Validation stories; ‘Day in the Life’ product storytelling; Industry use and customer case study storytelling.

Steve Jobs – “To me, marketing is about values. This is a very complicated world; it’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us.