Tech Takes Back the Market

from Tech Takes Back the Market in CMO magazine:

Until recently, however, marketing has played a relatively small role in the industry's fortunes. Unlike more mature consumer products industries, where marketers play central roles in business strategy and planning, the enterprise tech sector is characterized by small 'm' marketing--lead generation and sales support focused on advertising, trade shows, brochures, and, more recently, Web sites and online campaigns. Strategic thinking has traditionally been left to the entrepreneurs and engineers. During the periodic slowdowns, a quick injection of sales force energy would pick up the slack.

Until now. As the tech industry matures in a post-bust world and hunts for its next wave of growth, the locus of innovation is shifting toward the marketing department. Indeed, marketing leaders are on the verge of three dramatic transformations.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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