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Aligning Marketing and Product Strategy at THEO Technologies
THEO Technologies, a fast-scaling video streaming technology company, was facing internal misalignment between product marketing and product management. While the company had an innovative platform and a global client base, the disconnect between teams was affecting content quality, campaign focus, and overall market clarity. I stepped in to facilitate alignment and get both teams moving in the same direction.
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CHALLENGES
The product marketing team was under pressure due to content concerns from stakeholders, while the product manager, Brian A. Patama —talented but new to the role— was still finding his footing. Without a clear, shared vision, marketing risked creating content that didn’t resonate with target buyers, and product management risked losing valuable market feedback. This cultural friction was beginning to impact morale and output.
Technology and Electronics
Belgium
Representation at events and external forums
SOLUTION
I began by connecting the new product manager with an experienced mentor: Andrew Dickenson, ensuring he had a sounding board for both strategic and tactical Product Marketing questions. Next, I organized a marketing team workshop to look back at past efforts, align on desired market perception, set clear priorities, and define a roadmap for getting there.
This process included establishing key OKRs and KPIs that tied marketing outputs directly to business results, introducing standardized campaign templates in HubSpot, and creating a channel for continuous feedback between product marketing and product management.
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RESULT
The alignment process improved communication between teams, resulting in sharper, more relevant content and better integration of market insights into product development. Marketing’s role became more clearly defined, priorities were agreed upon, and the culture began shifting toward collaboration instead of siloed execution.
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Tools Used
OKR & KPI frameworks • HubSpot campaign templates • Marketing team workshop facilitation • Cross-department alignment process • Executive coaching & mentoring
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