In this episode, we speak to Jessie VanderVeen CMO, Controlant, the Icelandic SaaS company behind the offering "Cold chain as a Service" enabling some of the world’s biggest organizations to monitor and control their supply chains in real-time. Jessie walks us through the journey that Controlant has been on, creating a new category within an established vertical. She shares her thoughts on the role of Product Marketing in the process of creating a new category, all the way from framing the problem, showing the solution, and proving the value to the customers. What is Product Marketing, where do you start, where does it live in the organization, how do you measure the success of this function - these are some of the big items that are highlighted in this episode. If you want to learn more about what Product Marketing is all about, then this is a must listen to episode.