Krista Sande-Kerback for Product Marketing Summit New York

February 01, 2023

Video Transcript

Speaker: Krista Sande-Kerback, Marketing Leader, AWS & Microsoft Partnerships at IBM

Krista Sande-Kerback: Hi, I'm Krista Sande-Kerback, and I work for IBM as our Marketing Leader for our AWS and Microsoft partnerships, for our data and AI portfolio.

What can people learn from your session at Product Marketing Summit New York?

Krista Sande-Kerback: How can you and your team act on your available competitive data, much less keep up with today's rapidly evolving landscape. We as Product Marketing Managers have so much on our plates already, and competitive intelligence is hard work. However, the good news is that it can also be a PMMs secret weapon. In my session, I will show you a programmatic approach to elevate competitive intelligence to a strategic asset and build influence in your organization. In this session, you'll learn the components of a strong competitive intelligence program, the right relationships and partnerships to cultivate in your organization to ensure that you have the credibility and the buy-in from executive leadership, plus analysis and approaches to support sales, respond to competitive announcements, and more that are grounded in the data. I will share some hard earned lessons from my own experience and I look forward to a dialogue on the topic with all of you. See you there.

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