Al Brodie

Al BrodieAl BrodieAl Brodie

Al Brodie

Al BrodieAl BrodieAl Brodie
  • Bio
  • Skills
  • Expertise
  • Marketing Portfolio
  • Endorsements
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    • Bio
    • Skills
    • Expertise
    • Marketing Portfolio
    • Endorsements
  • Bio
  • Skills
  • Expertise
  • Marketing Portfolio
  • Endorsements

Go-To-Market Strategy

I architected comprehensive Go-to-Market strategies based on market research and analysis that included differentiating messaging and value propositions aligned with the requirements of multiple client personas (practitioner/user, influencer, director, c-level). 

Competitive Intelligence and Marketing

I can lead the development, implementation, and execution of competitive marketing initiatives to positively position SaaS, PaaS, iPaaS, CPaaS, Hybrid Cloud, Multi-Cloud, IT Service and Operations Management, AIOps solutions against key market segment competitors resulting in increases in pipeline, transaction size, competitive placements, and win-backs. 

Buyer Persona Development

Message Development Methodology

Buyer Journeys and Campaigns

I developed buyer personas for targeted products and solutions based on research of market trends, directions, and emerging client requirements. My research was translated into buyer needs, priorities, and requirements aligned with solution value propositions and the ability to deliver quantifiable technical and business results. 

Buyer Journeys and Campaigns

Message Development Methodology

Buyer Journeys and Campaigns

I created buyer journeys aligned with marketing campaigns to provide the appropriate level of information and engagement based upon the stage of their journey. This included links to websites, on-demand webinars, blogs, collateral, E-books, demos, and proof of concepts. 

Message Development Methodology

Message Development Methodology

Message Development Methodology

I identified and engaged leading industry analysts regularly to discuss market conditions, emerging industry trends, and client challenges with the goal of creating messaging, use cases, and proof points to address the changing solution landscape. Findings were published in internal documents such as Messaging Source Documents, internal presentations, launch plans, and briefs for key executive stakeholders. 

Storytelling:

I have extensive experience creating client-focused narratives that align product/solution messaging with client needs to demonstrate an understanding of their current situation, the impact on their organization/business, the implications of not addressing the issue, and the quantifiable value propositions that lead to positive business & technical outcomes.  

Collaboration with Cross-Functional Teams:

I can lead cross-functional teams for Go-To-Market Strategy and Execution, Product and Competitive Positioning, Product Launches, Sales Enablement, and Collateral and Website Development. Cross-functional collaborations included working with product management, product engineering, product development, business development, inside sales, sales, and corporate marketing. 

Launch Strategy and Execution

I led the development of product messaging and value propositions for product launches/enhancements for internal and external audiences. These included refreshes of product roadmaps, sales enablement material, customer-facing collateral, websites, blogs, and pricing. 

Subject Matter Expertise:

As a lead subject matter expert, I identify key solution capabilities and differentiators which were translated into value propositions that were differentiating and quantifiable for our target audiences. Use cases were created to demonstrate how solutions could provide client value with references provided as proof points. 

Content Development:

I authored and published high-quality marketing collateral used internally and externally.  

Internal:

Sales enablement included web and on-demand sales education, competitive briefs, sales playbooks, objection handling guides, sales scripts, and opportunity identification roadmaps. 

External:

Customer-facing assets included thought leadership white papers, e-books, solution briefs, case studies, customer reference stories, demos, trials, proof of concepts, blogs, and targeted social media campaigns. 

Sales Enablement and Business Partner Support

Sales Enablement and Business Partner Support

Sales Enablement and Business Partner Support

I delivered sales tools to help direct sales and channel resources increase product and solution knowledge, address client issues, and effectively position against competitors. These assets included web and on-demand sales education, competitive briefs, sales playbooks, objection handling guides, sales scripts, and opportunity identification roadmaps. 

Executive Leadership Relationships

Sales Enablement and Business Partner Support

Sales Enablement and Business Partner Support

I excel at establishing relationships and collaborating with executives and executive stakeholders to understand their thoughts, points of view, and input regarding strategy, Go-To-Market, sales motions as well as product and solution offerings. 


Core Competencies

  • Product Marketing
  • Solutions Marketing
  • Technical Marketing
  • Messaging and Value Propositions
  • Go-to-Market Strategy and Execution
  • Competitive Analysis and Marketing
  • Sales Enablement
  • Content Marketing and Management
  • Product Launch Management
  • Project Management
  • Collaboration with Cross-Functional Teams
  • Copywriting and Technical Writing
  • Extensive IT and Telco Industry Sales Experience  

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