My 20 years in the tech industry have spanned many companies, roles, and technologies, but the one constant throughout my experience has been that I’ve had the opportunity to work on high growth products and initiatives.

Companies rise as they build a great product that customers want. In time, the very product that built the company becomes a cash cow, with engineering delivering incremental features and sellers rolling in their compensation and quota through generational upgrades. Marketing for such products becomes a routine task of touting new features to an already established customer base.

So why were the companies I worked at building products that were disruptive to their own cash cow? Because great companies are always looking to serve customers in better ways. They know that if they don’t drive disruption from within, they will be disrupted out of the market. These innovative products require an equally innovative approach to product marketing to build a new customer base, energize the sellers, and steer the massive ship in a bold new direction, all the while trying to leverage the company’s strengths and sustain the cash cow for as long as possible.

This course is the culmination of my learnings from leading product marketing for disruptive products – what works, what doesn’t, and most importantly, what matters. I became a Product Marketing Manager because I truly believe that the Product Marketing function is the fulcrum that creates a force multiplier for the business. There’s no greater job satisfaction than building your own little rocket, and watching it fly high into the sky!

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