Creating stronger impact with sales how product marketing creates revenue-driving narratives

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Paul Heaton discusses the critical relationship between sales and product marketing, emphasizing the need for effective communication and alignment. He reflects on his experiences at Experian and Worldpay, highlighting the importance of understanding sales challenges and engaging storytelling. By fostering closer relationships with sales teams and utilizing tools like relationship contracting, marketing can better support sales efforts and enhance client value propositions. He stresses the necessity of adapting to new products and continuously reevaluating team structures for success. The session encourages active listening and collaboration to drive growth and improve business outcomes.

Paul Heaton, Director of Product and Propositions Marketing, EMEA & APAC, Experian