PODCAST · business
The Marchitect
by The Compete Network by Klue
The tide has turned, b2b buyers and sellers interactions have changed… and in the Marchitect, CMOs and leaders in product marketing, content marketing, and enablement share how they build impactful teams that interlock with their GTM peers, optimize their GTM efforts, and enable customer-facing teams to create, capture, and convert demand. Produced by The Compete Network by Klue.
Episodes
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Captain Your Launch: Mastering B2B Product Launches w/ Tamara Grominsky & Beth Caplow
Discover how product marketers can elevate B2B product launches by becoming the orchestrators of cross-functional teams, driving alignment among diverse audience segments, and leveraging innovative enablement strategies. In this episode, expert guests Tamara Grominsky, Julien Sauvage, and Beth...
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Winning Hearts and Fuelling Growth: Tech Messaging & Content Mastery w/ Devin Reed & Emma Stratton | S4E4
In this episode of The Marchitect, we dive into the art and science of tech messaging with two industry powerhouses: Emma Stratton and Devin Reed. Emma, on the brink of launching her new book on crafting simple yet impactful tech messaging, shares her insights on how to win hearts, minds, and...
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How to Craft a Sales Pitch That Wins in Competitive Markets w/ April Dunford | S4 E3
In today’s competitive landscape, how do you make your solution the clear choice for your best-fit customers? Join us as we uncover the secrets to a compelling sales pitch with April Dunford, author of Obviously Awesome and her latest, Sales Pitch. April reveals how to transform your pitch into a...
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How to Sharpen Your Homepage Positioning and Messaging w/ Anthony Pierri & Robert Kaminski | S4 E2
Anthony Pierri and Rob Kaminski are the people you want building your homepage. They don’t mess around when it comes to positioning and messaging in product marketing and it’s why they’re on The Marchitect for this unmissable episode. Unfortunately, there’s no place where companies lose their...
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Are You a (Modern) Product Marketing Leader? w/ Sangram Vagre, Yi Lin Pei & Trinity Nguyen | S4 E1
There’s so much confusion around what a modern go-to-market is, and what marketing’s role is in developing and executing against a successful GTM strategy. In the first episode of The Marchitect, Sangram Vajre, Founder at GTM Partners, Trinity Nguyen, VP Marketing at UserGems, and Yi Lin Pei,...
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S3 E9: Navigating Sales & Marketing Alignment with Kevin "KD" Dorsey
When was the last time your marketing team talked to an actual customer? It’s time to change that. And Kevin ‘KD’ Dorsey is here to tell you why. With over a decade of experience in sales and marketing, current SVP of Sales & Marketing at Bench Consulting, KD is well-versed in how to elevate your...
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REPLAY: Pricing with Confidence with Kyle Poyar (OpenView), Mark Stiving (Impact Pricing), & Jason Oakley (Productive PMM)
In this replay episode, join our host, Rowan Noronha, as he discusses how to price with confidence with Jason Oakley (Founder, Productive PMM), Mark Stiving (Founder, Impact Pricing), and Kyle Poyar (Operating Partner, OpenView). Your pricing structure is your top profit lever. It can boost…
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S3 E8: Product Launch 101 with Jason Oakley & Yi Lin Pei
“Product marketing needs to captain your product launch.” A bold statement. And one that our host, Rowan Noronha, and our guests, Jason Oakley and Yi Lin Pei stand behind wholeheartedly. There are so many misunderstandings when it comes to the product marketing team’s execution—from their role in...
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S3 Episode 7: Transform Your Sales Pitch in 8 Steps with April Dunford
Did you know that 40-60% of B2B software purchases end in no decision? Oftentimes, buyers let the deal go because they can't figure out how to confidently make a decision—they’re more worried about messing up than they are about missing out. And we can do better. Enter April Dunford, best-selling...
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S3 Episode 6: Stop Leading with Benefits?! Fletch PMM’s Robert and Anthony Explain Why.
Does your product marketing lead with value? And how is that hurting your brand? Imagine if you led with capability. Enter Robert Kaminski and Anthony Pierri, Partners at Fletch PMM, who specialize in positioning and website messaging for early-stage startups. They sit down with our host, Rowan...
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S3 Episode 5: Unleashing Value with ABM and Product Marketing
Generating revenue is a team sport. But what is it about modern revenue leaders that make them great team captains? How do you capture and create demand in SaaS organizations with the help of Product Marketing and ABM? What processes do you build to bridge these two? Join host Rowan Noronha,...
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S3 Episode 4: What do Content & Sales need from PMM with Morgan, Ashley & Devin
Did you know that PMMs and Content Marketers across organizations miss out on one integral element in their revenue pipelines? A sit down with their sales team! Often perceived as “no strings attached,” the ideal relationship between pmm-content-sales should look like a marriage to accelerate…
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S3 Episode 3: Positioning to W.I.N. in an era of SaaS Rationalization
What can CMOs do in 2023 to drive efficiency, increase velocity, and prove value to customers? This episode breaks down two of the most important levers CMOs can pull — well-defined positioning and revenue plays. Join host Rowan Noronha live from #PavilionCMOSummit2023 as he talks product…
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S3 Episode 2: How to GTM with Karen Steele and Sangram Vajre
In this episode, we sit with two Go-To-Market experts: Sangram Vajre, GTM Partners & Karen Steele, CMO of Sendoso to better understand what separates winning companies from less successful ones. If your team is struggling with your GTM strategy and motions, we'll give you the things you need to...
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S3 Episode 1: Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja
Welcome to The Marchitect - the podcast for and about the world's best (product) marketing executives. Hosted by Rowan Noronha, who is so passionate about product marketing that he founded the Product Marketing Community in 2016, this podcast is all about educating and inspiring at the…
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S2 Episode 18: Positioning to W.I.N with Clari
When product marketing and content marketing are aligned, it makes a difference. Yet so many product marketing leaders make the mistake of overlooking this essential interlock. Content marketing is a key player for any revenue-generating team. As Devin Reed, Director of Content & Thought…
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S2 Episode 17: Positioning to W.I.N with Slack, Highspot & Clozd
Sales enablement plays a crucial role as both the connector and translator of your entire go-to-market organization. They know how to take marketing content and provide the important context that sellers need to (A) consume it and (B) adopt it. And as a wise product marketer once said: Content...
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S2 Episode 16: Positioning to W.I.N with Slack, Qualtrics & Airmeet
Product marketing and sales enablement go together like peanut butter and jelly. Why? Because they both know a LOT about their customers. And can use this knowledge to help sellers adopt a modern, consultative approach that’s all about helping their customers buy. But like any relationship, both...
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S2 Episode 15: Positioning to W.I.N with Salesforce & Kajabi
What product marketer doesn’t love a good acronym? Especially one that gives you a leg up in your role and guides your organization to success. In this episode of the Marchitect, you’ll learn the W.W.W. of product marketing, the M.A.P. approach to customer segmentation and the Position to W.I.N....
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S2 Episode 14: Amanda, Kyle, Sangram: Your Go-to for GTM & Positioning to W.I.N
We’ve all heard the term “go-to-market”. But do we really know what it means? And, more importantly, do we know what it takes to do it right? Go-to-market strategy will make or break your business. Apologies for the dramatics, but it’s gotta be said. You can have the best product in the world…
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S2 Episode 13: Robin & Indy's Excellent Adventure (Positioning to W.I.N at Salesforce, Google, Linkedin, Box & more)
What does it take to win at an enterprise, high-growth company? And how can product marketing chart the course? It all comes down to three key decisions product marketing leaders need to make to W.I.N.: WHO you are going to win with and WHO you are going to win against IMPACT your product…
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S2 Episode 12: Positioning to W.I.N with Vidyard, Ada & Clozd
It’s the role of product marketers to act as architects of growth (or “Marchitects”, as we like to call them around here) and help their companies position to W.I.N. (Who.Impact.Narrative) Product marketing leaders need to pin down: WHO you are going to win with (from “anyone who fogs glass” to a...
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S2 Episode 11: How to Position to W.I.N with Atlassian
What does it take to W.I.N.? In the latest episode of The Marchitect, Atlassian's Global Head of PMM shares how he builds manages, and measures his product marketing team of close to 100 people.
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S2 Episode 10: Learn how Salesforce, Adobe, Tealium, Salesloft, Marketo and Enverus Position to W.i.N
Product marketers have a lot of decisions to make when it comes to positioning. Do you lean in on creating a sense of urgency for the buyer? (“Your business will fail without our product’s help!”) Or tell them they’re doing great so far, but can scale faster and easier with your product in place?...
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S2 Episode 9: Positioning Your Product to W.I.N. (Highspot, Klue, Gong, 6sense)
A good product marketer positions your product to win. A great product marketer positions your product to W.i.N. It’s the role of product marketing leaders to understand and communicate: WHO you are going to win with and who you are going to win against IMPACT you provide through the value you...
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S2 Episode 8: Empowering and Delighting Your Buyers Through Content (Salesforce, Atlassian & Gong)
If there’s one thing your content team wants you to know it’s that they do a heck of a lot more than just writing blog posts. Content marketers are strategists to their core. They architect a playground of content for today’s self-serve buying teams to navigate—carefully balancing the need to…
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S2 Episode 7: The GTM Blueprint for Modern SaaS Companies (Terminus, TripActions & LaunchNotes)
Building a product is one thing. But building a robust go-to-market strategy for that product is a whole new ball game. There’s so much confusion around what go-to-market is, who owns it, and where to start when it comes to developing a successful GTM strategy. In this episode of The Marchitect,...
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S2 Episode 6: How to Build a Customer-Centric GTM Strategy (DoubleCheck)
43% of B2B buyers would prefer a rep-free buying experience. Today’s self-serve buyers prefer to get their info from trusted influencers in their communities—like their peers, research analysts, and industry thought leaders. So, what’s a sales rep or marketer to do? Earn the advocacy of your...
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S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)
If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me…
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S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue)
Pricing is the top profit lever at companies. Pricing can boost profits way more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price. Why is pricing underdeveloped in most companies? And how can companies do better? In...
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S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions)
Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only then would you think about which brand to buy. If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure...
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S2 Episode 2: Five Priorities for Product Marketers in 2022
We’ve all been there. 2022 is a clean slate, product marketers. There’s no better time to step back and assess what you learned throughout the pandemic. There’s no better time to ensure you’re using your finite resources on the right priorities. Speaking of priorities … Rowan Noronha, Founder of...
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S2 Episode 1: Three Ways to Create Compelling B2B Content
If there’s one thing B2B content teams get a lot of that’s requests: “We need a one-sheeter on our new product feature!” “Our widget is live … let’s draft a press release!” “Can you help me write a blog about [my obscure hobby that I think is interesting but that our audience couldn’t care less...
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Episode 10: Taming the Complex Mythical Beast (GTM) (Marqeta & Showpad)
Most companies struggle with how to unite the business around a unified GTM strategy. In this episode, we welcome Jeff Otto, VP of Marketing at Marqeta. He's responsible for laying the foundations for their GTM approach. What sage advice did Jeff dole out? Let’s just say he’s taken a seemingly...
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Episode 9: Different Than the Average Marketing Bear (Indeed & SEBA)
In B2B, there’s lots of evidence that shows post-COVID buyers expect to do a lot on their own. This means marketing leaders need to build and structure their teams for self-serve. But what does that look like in practice? While many marketing leaders look at the world through a marketing lens,...
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Episode 8: You Don’t Have a Marketing Problem, You Have a Go-To-Market Problem (Winning by Design & Terminus)
Most companies just don’t get it. The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous enough to walk us through it with insight from his new...
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Episode 7: Revenue Enablement Fuel (Linkedin & Klue)
The No. 1 reason sales reps miss quota is they can’t articulate value when speaking to buyers. In this episode, we discuss how product marketing can fuel more productive conversations. Sudeep explains the difference between sales enablement and revenue enablement. He also shares how LinkedIn...
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Episode 6: Building with Purpose (Atlassian & SEBA)
Employees want their work to have meaning. So how can you create opportunities for people to do meaningful work? How can you build a purpose-driven company to attract and retain top talent? Robert talks about what he and the Atlassian leadership team are doing to create opportunities for work to…
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Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong)
In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a unified story for the market and accelerate growth in...
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Episode 4: The Intelligent Path to Revenue (Gong & Klue)
In this episode of The Marchitect, my guest co-host Jason Smith, CEO of KLUE, and I chat with Gong’s infamous CMO, Udi Ledergor, about how the world of buyers and sellers has changed. And not just during the pandemic, probably forever. Sales teams today more than ever need an intelligent path to...
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Episode 3: Transformational Marketing Leadership (Seismic & VMware)
The tide has turned, b2b buyers and sellers interactions have changed. Carol, CMO, VMware, and Michael, CMO, Seismic share how their marketing teams are adapting to this new normal. In this session, we discussed: How to drive change management in your organization Navigating the challenges of the...
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Episode 2: A CMO's Perspective: Adapting to New Buying Realities (Gong, Drift, Lessonly, Wanderlust)
What used to work had to be shifted, adjusted, and changed to fit the new landscape. What could possibly be next? Throw out your pre-covid blueprint. The Product Marketing Community brought together an all-star cast of inspiring thought leaders to take us in the right direction for 2021 and…
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Episode 1: Welcome to the Marchitect (Casted & PMC)
The tide has turned! B2B buyers and sellers interactions have changed. Marketing is at the center of transformational change in nearly every B2B company. Customer expectations, spending, and behaviors are constantly shifting. And product marketing has emerged as a critical element behind the...
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ABOUT THIS SHOW
The tide has turned, b2b buyers and sellers interactions have changed… and in the Marchitect, CMOs and leaders in product marketing, content marketing, and enablement share how they build impactful teams that interlock with their GTM peers, optimize their GTM efforts, and enable customer-facing teams to create, capture, and convert demand.
Produced by The Compete Network by Klue.
HOSTED BY
The Compete Network by Klue
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Frequently Asked Questions
How many episodes does The Marchitect have?
The Marchitect currently has 43 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Marchitect about?
The tide has turned, b2b buyers and sellers interactions have changed… and in the Marchitect, CMOs and leaders in product marketing, content marketing, and enablement share how they build impactful teams that interlock with their GTM peers, optimize their GTM efforts, and enable customer-facing...
How often does The Marchitect release new episodes?
The Marchitect has 43 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to The Marchitect?
You can listen to The Marchitect on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Marchitect?
The Marchitect is created and hosted by The Compete Network by Klue.
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