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The Growing Role of Tech Product Management


Markting Horizons: The Growing Role of Tech Product Management with Laura Marino

Learn about the exciting job role of product management in tech markets from our guest, Laura Marino, Chief Product Officer at TrueAccord. While tech product managers have little direct authority, they hold great responsibility to represent the needs of the customer and influence others in the firm—engineering, marketing, finance—to deliver products to market at a profit. The future is bright for these professionals, as Product-Led Growth becomes a strategic imperative. Tune in especially as Laura names four characteristics of a successful product.

Three takeaways:

  • The speed of innovation is accelerating, and SAS has put pressure on design and implementation, pushing our product everyday. There’s lots of iteration and testing, trying something new and that the B2B environment may not allow for the same accelerated innovation. The expectations have been growing because of what we're seeing in the consumer side.
  • Product lead growth allows us to actually use the product iteration and introduces a strategy for firm growth without out necessarily big sales expense and lets people react to a product idea and sign up for free version. It’s a revenue producing relationship.
  • The characteristics of a product that will work in the marketplace requires the four pillars: viable, usable, valuable and feasible. I think we should all have that pinned on the walls of our virtual offices.

About our Guest

Laura Marino Laura Marino is the Chief Product Officer at TrueAccord, a fintech company reinventing debt resolution. She is passionate about scaling companies and product organizations. Prior to joining TrueAccord, Laura built and led product teams in small and large organizations including SAP Labs, Nuance, Tellme Networks/Microsoft, Intapp, and Lever.

Laura holds two Master of Science degrees from Stanford. She is a guest speaker at the Stanford Technology Ventures Program, and a member of the extended teaching team in the Stanford Management Science and Engineering Department, lecturing on entrepreneurship and product management.

A supporter of women and diversity, Laura serves on the Board of Leading Women in Technology a non-profit dedicated to promoting women leadership.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!