Fall 2013

Great marketing shifts conversations when it is genuinely engaging. Too often product marketing gets stuck in cycles of bad tactics, meaningless messaging, and poor strategy that can result in a great product dying because it lacks good marketing. This workshop teaches three simple frameworks to make product marketing strategic, uncluttered and successful. 

When and where is this workshop?

Fall 2013 at TechMart in Santa Clara, CA.


How much does this cost?

One-day workshop is $799 per person (discounts offered when registering two or more from the same company).

What makes this workshop special?

If you want the world to care about your product, it needs to break through the din in people's everyday life. This course introduces the CORE framework and the One-Sheet Marketing Plan to help you think differently about marketing.

It is taught by Martina Lauchengco, who lead both product and marketing organizations at Netscape and Microsoft when they pioneered and dominated their markets. She now advises young start-ups on the front-line of marketing and helps more mature mid-stage companies improve what they already do, in addition to being a Lecturer at UC Berkeley School of Engineering.


How is this workshop structured?

This is a very interactive workshop, so participation is strictly limited. Best practices, in-depth examples, templates, and exercises are used throughout the course to teach concrete methods to improve marketing strategy, simplify messaging, grow customer acquisition and retention, and practice more agile marketing.  

Who is this workshop for?

This course is targeted at anyone responsible for shaping product marketing strategy and execution. The course offers new tips and tricks for product marketing managers as well as product managers who need to expand their practical marketing knowledge, up through the Director level. For more senior Directors, it offers new ways to improve what they already do, in particular using the One-Sheet framework to keep strategic thinking at the core of marketing execution.


What will I learn?

• CORE Customer Framework--use this customer-centric tool to improving everything you do 
• Smarter Marketing Strategy--how to better marketing activities to support business goals
• Simplifying Messaging--how to understand target markets to make messaging more authentic
• Agile Marketing--what more adaptive marketing looks like, the role of test & trial, leading indicators to track 
• One-Sheet Marketing Plan Framework--how to bring it all together in an effective marketing plan

We also define the basic role of Product Marketing - how it differs from Product Management and generalized Customer Marketing.


What do people have to say about this workshop?

"An overall 10 out of 10. Very much enjoyed the workshop. I have more insight and am excited to start using the frameworks, " -EMC Marketing Manager.

"There's a change in the marketing landscape from 'traditional.' It's a refresher that updates your marketing skills or MBA. The case studies are great." -Intuit Product Marketer

"Highly recommend it--very insightful! Wish we had more time to discuss...add an extra hour!" -Snapfish/HP Marketing Director

How do I sign up?

Please notify martina(at)svpg(dot)com if you wish to be put on the notification list when the workshop date is selected.