SVPG Workshop: How to Rethink Product Marketing Fall 2017

Event has passed (Wed Sep 27, 2017 - Wed Sep 27, 2017)
Courtyard San Francisco Downtown
09:00 AM
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How To Rethink Product Marketing
Who is this for?
The workshop is ideal for Directors, Product Marketers of every level, as well as any product or marketing leader wishing to improve the Product Marketing function in their organization. It's a focused day of learning that shows how product marketing can be done well regardless of organizational structure.
Instructor: Martina Lauchengco
What will I learn?
This is a dynamic, interactive workshop. Participating companies can work on their company's messaging or marketing strategy as a case study. Best practices, in-depth examples, and exercises are used throughout the course. Learnings include:

The Job--best product marketing practices at fast-moving companies

CORE Customer Framework--a customer-centric tool to improve everything you do 

Smarter Marketing Strategy--how to map marketing activities to support business goals

Simplifying Messaging--how to make messaging more authentic and customer-centric

Agile Marketing--what more adaptive marketing looks like, the role of test & trial, leading indicators to track 

One-Sheet Marketing Framework--how to bring it all together in an effective marketing plan

What makes this workshop different?
We discuss what's actually happening at real companies today. The course also introduces three concrete tools: CORE, One-Sheet Messaging and One-Sheet Marketing frameworks to help you use the ideas at your own company. 
It is taught by Martina Lauchengco, who led both product and marketing organizations at Netscape and Microsoft when they pioneered and dominated the office productivity, browser and portal categories. In addition to SVPG, she now advises early-and mid-stage start-ups as an operating partner with Costanoa Venture Capital and is a Lecturer at UC Berkeley's School of Engineering where she designed the marketing curriculum for their Engineering Leadership Masters program.


  1. Courtyard San Francisco Downtown

    299 2nd Street, San Francisco, CA