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Casey
Pickering
Director of Product Marketing
Copyright Clearance Center
Casey Pickering is the Director of Product Marketing at Copyright Clearance Center, bringing over 16 years of experience in publishing and in supporting the needs of publishers. She specializes in developing compelling go-to-market strategies and benefits-driven messaging that clearly communicate the value of complex products and services. Casey leverages deep market and competitive research to generate actionable insights and strategic messaging that drives impact. With a strong background in product management, she brings a deep understanding of product and service development, enabling close collaboration across teams and tight alignment between market needs and product capabilities. Based in Vermont, Casey enjoys spending time outdoors, chasing her annual reading goals, and cheering on Boston sports teams
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29 October 2024 11:15 - 11:45
Fireside chat - Marketing vs product marketing: Friend, foe or just wildly misunderstood?
Sometimes it clicks. Sometimes it is chaos. The relationship between product marketing and the wider marketing org can make or break your go-to-market strategy. When roles are clear and aligned, magic happens—teams move faster, messaging lands, and launches actually launch. But when it is not? You get mixed narratives, duplicated work, and a lot of Slack threads that should have been meetings. In this fireside chat, we will unpack what true collaboration looks like between marketing and product marketing. Expect honest reflections on what gets in the way, what has worked at high-performing companies, and how to build alignment without losing your sanity (or your influence). Key takeaways: - Where the handoffs and overlaps between marketing and PMM typically break down - How to establish shared goals, clear swimlanes, and mutual trust - Why a unified narrative is not a copywriting exercise—it is a cross-functional muscle