Horacio Zambrano

GTM is very broad and can mean so many things in industry. Strategic analysis and more marketing plan like, PPPP (packaging, pricing, placement, etc.), messaging/positioning You have to pick one, find a good framework and cover all the basis. Most likely they will think it's more academic than not.  That said, do alot of competitive intelligence / research and that will speak more than the framework you pick.  Some references: Kotler marketing, christianson (HBS 5 forces), SWOT analysis, templat ...Read More

We did more portfolio marketing at Cisco/Juniper where we had many "cybersecurity" problems, whereas in early-stage start-ups and fewer product companies I feel it's more classic product marketing. Portfolio is often more solution or suite level marketing. Strategy is almost business like (done at a higher level with more business level KPIs). You can use a portfolio (like a bundle) to give an individual product an advantage.  Product marketing has more direct competitive elements. Other things ...Read More

Try to make the switch in the company you are in already, will be very tough externally.  that said,  1. learn online - there is practically nothing you can't master in business today at least theory wise (different in science or medicine, etc.) 2a. do it for free, start with battlecards, etc. build a portfolio 2b. if you know a founder, get in to a very early startup and be his product marketer, possibly for near free, if the company grows and you get your practical stripes, you are a product m ...Read More

I think showing a promotion within an organization signals something a bit more special than a title change across organizations, so that is a way to motivate someone to stay on longer if an opportunity will open up for them. Start-ups offer a much broader scope of responsibility but may lack the true people management/external industry exposure that goes with say a Director or VP title at a large company, and may introduce risk into career progression if the growth stalls (I have seen this pers ...Read More