As companies transition to their next level of sustainable growth, many find they need to refresh their positioning to differentiate. During this transition, businesses must shift their perspective to be intensely customer-centric in messaging and positioning to capture incremental revenue from new buyers, new verticals, and new use cases.
In this session, Kati Quigley, Smartsheet’s Vice President of Product Marketing, and Mike Kelleher, Senior Vice President and Technology Vertical Lead at MarketBridge, share Smartsheet’s recent efforts to develop next-generation customer messaging and positioning. This discussion will include a methodology to generate next-gen messaging, source and use outcomes-oriented customer insights and competitive intelligence, and build highly relevant messaging to drive Smartsheet’s next phase of growth. Learn how Smartsheet is putting the enhanced messaging in market across both marketing and sales channels to drive consistency in customer communication.
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As Vice President of Product Marketing at Smartsheet, Kati leads Smartsheet’s Product Marketing. Her team’s areas of focus include product and services messaging and positioning, sharing the voice of the customer through evidence, webinars, mobilizers, and user groups. It also encompasses telling the innovation story with launches, disclosures, and events, all through the lens of Smartsheet’s solution offerings as well as various industries. Additionally, her team engages with the customers throughout their entire lifecycle to ensure that they know how to make the most of Smartsheet to drive business value. In her previous role, Kati led the Global Industry Audience Marketing team and was responsible for the buyer journey across 10 primary industries providing insights and innovation. Kati has nearly 20 years of experience holding various marketing roles, driving market awareness, momentum, and pipeline.
As Senior Vice President at MarketBridge, Mike leads MarketBridge’s Technology practice where he delivers innovative go-to-market solutions to Fortune 1000 sales and marketing executives and their teams. He brings practical solutions to accelerate market share growth around Cloud, Big Data, and IoT opportunities by leveraging data analytics and personalized content to arm direct and indirect sales channels to manage the digital customer journey. His unique point of view is rooted in his work with Fortune 1000 executives at global firms, including Akamai, Arrow Electronics, Cisco, Hewlett-Packard, IBM, Microsoft, Sage, SAP, Xerox, and more.