Overly broad positioning and focusing on features rather than value are common mistakes that stall startup growth. This week, Ryan speaks with Mark McGregor, experienced marketing and strategy professional, about the importance of forecasting return on value for B2B software vendors and clients. Tune in to learn how positioning your product or service for the right persona and taking a value-based customer lifecycle approach will set you up for greater business success in today's competitive landscape.
Meet Our Guest
Mark McGregor is an experienced marketing and strategy professional with over 25 years experience in the software industry. The past few years have been dedicated to working in the SaaS sector and focusing on B2B experiences, working with management teams to deliver consistent triple digit growth. Mark has earned a strong reputation for helping software companies “punch above their weight” with limited marketing budgets. Specific skill areas include Product Marketing, Product Management, Analyst Relations, Marketing Strategy, and Business Transformation. Mark is very much a hands-on type of person, so while he is experienced in managing marketing teams for content marketing, digital marketing etc. he continues to generate high quality, lead generating, thought leading content himself. Working with user organisations on Process Transformation and Organisational Change across many vertical sectors including Banking, Insurance, Utilities and Manufacturing, Marks work has centred on training and coaching organisations in the disciplines of Enterprise Architecture, Business Architecture and Business Process Management. A popular speaker, and frequent writer, Mark is a recognized as having specialist expertise in the areas of Process Modelling, Business Process Management, Enterprise Architecture, Business Architecture & and Modelling Tools. Marks books include: "People Centric Process Management" (Co-Author), "Winning with Enterprise Process Management" (Author), "Thrive! How to Succeed in the Age of the Customer" (Co-Author), "In Search of BPM Excellence" (Contributor and Co-Editor), "Extreme Competition" (Contributor), "El Linro del BPM 2011" (Contributor). In addition to his work in product and strategy, Mark also called upon to assist venture capitalists with due diligence on potential investments and providing M&A advice to software vendors. You can connect with Mark on LinkedIn.
The Digital Workspace Works Podcast
Episode 163, Season 6
October 10, 2023
★ Episode details: https://share.transistor.fm/s/790f7a6c
★ Additional episodes: https://www.digitalworkspace.works