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Chapter 30Mature Company Inflection Points: When to Lean into Product Marketing

A 90-year-old insurance company began thinking of their customer data as a product to power better insurance decisions, not just for themselves but for other companies.

A 20-year-old software company with dozens of products learned CIOs didn't recognize their brand outside of their flagship products so began shifting to integrated product suites.

A 15-year-old company was launching an Amazon Prime–like subscription membership as a completely new way to access all of their services.

A 10-year-old company with an English-language product already used in most countries of the world wanted to expand its international business to grow.

These real-life scenarios show inflection points driven by changes in product that likewise require shifts in go-to-market to succeed. But often, of equal or greater importance is the unlearning—both for internal teams and for how a market thinks about a company.

Major business initiatives like these are massively coordinated at the company level with full support of executive leaders. But any time a major product initiative requires the market to rethink a company, product marketing is a powerful catalyst in the transformation process.

These are times to lean into product marketing and leverage the unique strengths of the role.

“Traditional” Company Becomes a Tech-First Company

This more than 100 year old company is famous for their construction equipment yet employs ...