KEYNOTE: RETHINK PRODUCT MARKETING. HINT: IT'S NOT MARCOM!

"Forget the product. Start with the go-to-market strategy." Steve Jobs Too many companies think of marketing as what happens at the end of development. But the idea of "build the right product and it will sell itself" is simply not true. Successful companies have marketing - true Product Marketing - integrated into their processes from the start. Discover how Product Marketing differs from traditional marketing communications. Jon will share real-life case studies to illustrate the importance of involving Product Marketing before the product is built and creating strategic go-to-market plans from the start. Finally, Jon addresses how the integrated role of Product Marketing requires agility, iteration and collaboration to be successful, especially as the pace of change quickens in the markets we serve.