Al Morgan, Director of Solution Marketing, Porter Consulting
Most of our clients have products to sell such as a good or service—from servers and storage to consulting services, complex solutions, or cloud “xaaS” services. And for each product or service, product marketing teams spend a lot of time figuring out what those products are good for. But it is very rare that conversations with IT decision makers focus on product features. They focus on what the product will help them achieve, and whether that end goal is worth the investment.