AMA: Adobe Sr Director Product Marketing, Katie Gregorio on Positioning
November 21 @ 9:00AM PT
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning is what your company uniquely provides a specific audience in a particular market. As market dynamics change, it needs to be updated, but it should be durabl...
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning reflects what your company uniquely provides a specific audience in a particular market. It shouldn’t require multiple facets like general and competitive po...
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Generally there are two elements to this answer. First is that the sales team had qualified the lead with the appropriate discovery questions to ensure that the target fo...
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How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning is an internal artifact. Messaging is externally facing and brings this positioning to life in various contexts. I have usually found it very helpful to have...
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
The short answer is it depends. I tend to be pretty anti personas as it often ends up being a fancy exercise no one really uses. What I prefer is to have a matrix that ca...
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning is what your company uniquely provides a specific audience in a particular market. Pricing and packaging are an output of go to market strategy. If price is a...
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
The BIGGEST mistake companies make with positioning is not including the entire company in the exercise and making it just a marketing exercise. The next mistake I’ve see...
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What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Adobe Sr Director of Product Marketing, Creative Cloud • 2y
The way to get people bought into positioning is to make sure that positioning is a cross functional exercise in the beginning. Positioning is not just a marketing or pro...
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