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.