Michael Smith
Details
ConnectWise
Senior Product Marketing Manager, Cybersecurity Services
I navigated a new industry, technology, products and global routes to market while learning the evolving function and team dynamics of this global, publicly-traded and Dell-owned cybersecurity company. I shared the product vision, defined content strategy, managed product marketing activities and evangelized capabilities for 2 key channels, as part of the company’s new “Partner First” strategy supporting its XDR/MDR security platform and incident response (IR) services. This involved engagement with both existing and new strategic partners, confirmation of GTM alignment and advancement of strong pipeline growth to revenue.
Most notably, I :
• Thrived amid change, leadership leaves of absence and budget cuts. I leveraged internal resources and proposed new ideas to overcome reductions in staff, events, field marketing and campaigns.
• Built critical relationships, assets, processes and tools to position the company as a valued technical integration partner and the foremost thought leader in the cyber risk and insurance market.
• Onboarded and announced new technical alliances while maintaining vital relationships with existing, high-profile partners.
• Rescued multiple stalled assets-in-progress, advancing the production of 2 delayed whitepapers and converting another into a webinar that provided vital thought leadership and drove business unit success.
2022 : 2023
Secureworks
Senior Advisor, Product Marketing – Partners, Alliances & Channels
I partnered with the Vice President to form a new Product Marketing organization, cross-functional work teams and to integrate functions within this highly acquisitive environment. My role enabled effective business development, scaling, selling, product alignment and brand visibility for this global, cloud-based messaging and voice products leader. I translated individual product roadmaps into strong GTM programs. I also influenced the success of a communications-as-a-platform (CPaaS), conversational commerce and digital communications and engagement solutions portfolio by connecting, collaborating and establishing credibility with various stakeholders across levels, including the C-suite.
During this tenure, I :
• Contributed to 8-figure annual marketing-generated revenue.
• Rebranded 40+ SAP assets to integrate brands, provide business continuity and fuel sales following a key acquisition.
• Delivered 1,100 MQLs and 118 SQLs through 6 activation campaigns and 3 OTT/conversational channel beta launches.
• Coached and mentored multiple individuals through employment challenges and into promotions.
• Successfully integrated the Product Marketing functions of a 10-figure acquisition into the organization. I quickly learned new products, customers and processes to develop the comprehensive marketing, sales enablement and communications for use on Day 1.
2020 : 2022
Sinch
Director of Product Marketing | Senior Product Marketing Manager
I supported both Enterprise and Mobile Network Operator messaging product portfolios, as part of SAP Digital Interconnect and this API-driven, multichannel Digital Engagement Service provider’s lean marketing team. I evangelized Cloud service capabilities, supported marketing objectives and leveraged appropriate channels. I ensured effective storytelling, content development and messaging consistency across assets, channels and platforms. I also owned naming and launch processes for new services and capabilities. It was essential that I maintain knowledge of the competitive environment, market trends and that I manage relationships well with internal and external stakeholders across the globe.
Additionally, I :
• Optimized the company’s mobile engagement, network, developer and IoT market presence through the launch of 10 new products.
• Collaborated across teams to evolve a product-centric GTM catalog into a broad set of 200+ assets that delivered consistency across products, aligned with current brand standards and supported the entire sales journey.
• Identified efficiency opportunities within marketing processes and streamlined workflows, enabling creation of new assets weekly. I also produced a steady collateral stream that improved marketing-generated leads by 600% and managed a highly successful writing program.
• Championed a project to develop technical customer success stories that quantified business and solution value. I grew the number of published stories from 0 to 12 per year within 2 years, including one that was featured in Fortune Magazine and nominated for the SAP Innovation Award based on the results of this effort.
• Transformed the company’s knowledge base into an engaged online technical and customer-focused community that drove exceptional site traffic and increased visits by 83%.
2016 : 2020
SAP
Senior Specialist – Solution and Product Marketing
I leveraged research data, sales insights and integrated trends into strategic marketing plans for this Mobile Telecommunication company’s Network and Enterprise business units. I produced GTM plans, assets and enhanced sales enablement for IPX, Diameter signaling, SMS (A2P, P2P) and more services. I also engaged with Product and Sales teams to learn service dynamics, key differentiators and to develop value propositions, messaging and support. Additionally, I facilitated live biweekly sales forums that highlighted new product features, GTM assets and shared best practices with external and internal stakeholders.
During this tenure, I :
• Aided Proofs of Concept for Fortune 500 customers and launched 9 products.
• Was selected to build GTM assets for an Enterprise startup unit and contributed to the development of a 7-figure pipeline.
• Delivered key market insights that enabled Sales and Solution Engineers to win 4 critical RFPs and account renewals.
2011 : 2016
Syniverse Technologies
Product Marketing Manager – Enterprise, Intelligence, and Network Solutions
About
I am a resourceful and innovative Marketing Leader who is known for elevating awareness, accessibility and appeal. I rapidly learn and differentiate new markets, products and solutions, including cyber security, value-added networks, managed hosting services, mobile networks and messaging technologies. I have a strong record of success across both inbound and outbound marketing activities, including digital channels, customer events, thought leadership, tradeshows, analyst engagement and strategic partner marketing programs.
During my career, I have:
• Partnered with Marketing, Product Management, Sales and Channel teams to produce hundreds of sales tools and assets, including presentations, infographics, playbooks, white papers, videos and digital communities. I’ve boosted engagement more than 300% through these means.
• Inventively upcycled, repurposed and developed versatile marketing assets that have saved costs and further accelerated engagement.
• Collaborated with product teams on 19+ launches over 9 years.
• Built key relationships and alignment with stakeholders to generate effective and integrated go-to-market (GTM) plans.
• Defined joint marketing strategies, targets and measures of success that produced exceptional industry awareness, demand generation and nearly $1 million channel pipeline growth.
• Demonstrated strong bias for action in ambiguous, chaotic and evolving environments.
My colleagues describe me as a trustworthy, innovative, adaptable, resilient and focused professional. I consistently demonstrate professional core values of integrity, accountability, continuous improvement and collaboration in the workplace.
I enjoy learning about new technologies and engaging with thought leaders to advance my knowledge. I’m currently advancing my skills in marketing analytics, performance marketing and real-time digital campaigns. I welcome connections to share expertise, insights and mutually beneficial opportunities.
Profile Photo
