HomeResearch Articles CA Technologies: Transforming the Product Marketing Function

CA Technologies: Transforming the Product Marketing Function

  • When b-to-b 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 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
  • CA’s success in transforming its product marketing function is a compelling example of how persona-based buyer insights improve the effectiveness of b-to-b messaging and campaigns
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