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Thursday, April 26 • 1:45pm - 2:20pm
The New CMO: Why Product Development Experience Now Defines the Role

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The role of CMO has evolved significantly thanks to rapid changes in the product development process (including more frequent launches and instant customer response to products.) As a result, it’s become increasingly important for top marketing and operations executives to have constant access to - and collaboration with - the product teams. As Chief Operating Officer of Snagajob, Jocelyn Mangan manages not only marketing and day to day company operations, but also the engineers and product developers for the company’s technology suite. With an extensive background in product management, Jocelyn will explain why it is increasingly important for top executives, specifically CMOs, to oversee and interact with their product teams. All too often, CMOs lose sight of the importance of being involved in the development of new products as a strategic way to facilitate growth and produce winning marketing strategies. Marketers have instead focused their attention on short-lived goals to drive business expansion, when building long-term collaborative strategies have the ability to bring more success. Product development processes play an integral role in shaping a company’s objectives and reach to target customers, making it essential for top executives to understand the systematic process of what it takes to bring a product to the market. The new CMO knows the value in understanding a product from conceptualization to market entry and the benefits it generates for marketing. In this session, Jocelyn will give insight into the value of collaboration between CMOs and product teams and what this new, cross-border role means for companies seeking new customers. Marketing executives will learn how to better align the product, design, marketing and engineering teams into a single org that can result in better products, happier customers, and higher sales.

After this session, you’ll be able to:
- Build and sell better products with this new cross-border role for CMOs.
- Toss out the traditional org chart and place marketing and product teams under one umbrella.
- Map teams to areas of focus, rather than disciplines.
- Improve efficiency across the company by sharing cross-functional goals that are based on outcomes, not features.
- Understand why it’s important to “picture” and “market” to your customer.

Speakers
avatar for Jocelyn Mangan

Jocelyn Mangan

COO, Snagajob
The role of CMO has evolved significantly thanks to rapid changes in the product development process (including more frequent launches and instant customer response to products.) As a result, it’s become increasingly important for top marketing and operations executives to have... Read More →



Thursday April 26, 2018 1:45pm - 2:20pm
Grand 3 – Marketing Stage Sponsored by Benefitfocus

Attendees (56)