
TMCVocabulary





Title: Leading an Organization to Whole Product
With: Graham Makin, Senior Marketing Executive
Subject: Makin, a technology marketing expert in oilfield services, shares the story of his 7-year journey to deploy whole product marketing across a diverse, global portfolio of product and service businesses in a $14B organization.
Chris Halliwell, TMC's director, guides the interview to describe key activities such as whole product workshops, supported by formal marketing training and toolkits to improve product positioning/packaging, market targeting, market research and pricing skills among cross-functional business team members.
Chris Halliwell, TMC's director, guides the interview to describe key activities such as whole product workshops, supported by formal marketing training and toolkits to improve product positioning/packaging, market targeting, market research and pricing skills among cross-functional business team members.
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