How to Migrate from Product Marketing to Customer Marketing

Mark Synek of SBI talks to Rich Doggett, a twenty-year marketing veteran, and the VP of Field Marketing at Sysco Corporation. They discuss direct marketing, and how to apply corporate marketing strategies to field marketing. Also discussed is the importance of balancing internal and external customer needs. Follow along with Mark and Rich to find out how important buyer potential is, and why you should be getting away from product marketing and getting involved with customer marketing.

We recently interviewed Rich Doggett, Vice President of Product and Field Marketing at Sysco. Sysco is the largest food distributor, does $45 billion in annual revenues, has 50,000 employees, and over 400,000 customers.

By listening to this podcast, you will learn:

- How product marketing can partner with the field sales team.

- An approach to think through which products should be sold through which channel.

- Examples of how to grow wallet share from key accounts.