← Back to selected workSelected product marketing work
Product marketing in practice.
Explore four project stories in motion, with the decisions and context behind each one.
PRICING & PACKAGING4 scenes
Match the support to the buyer.
THE BUYER REALITY
Required access.
Different support needs.
CONTEXTHealth systems determine credentialing requirements and providers.
FRICTIONReps may need memberships with several providers.
CHOICEHow much credentialing support to purchase.
THE PACKAGING DECISIONThree levels of service.
◒GoldService package
○PlatinumService package
◇DiamondService package
Match the level of support to buyer needs.
INITIAL LAUNCHIndividual reps
A self-directed purchase path.
Service packages ENTERPRISE EXPANSIONSupplier organizations
An organization-level buying process.
Credentialing Advantage 01 / 04Start with the reality of required credentialing.
I shaped three credentialing service packages around buyer needs, then led a phased launch from individual representatives to enterprise customers.
Read the case study →ENTERPRISE POSITIONING4 scenes
Make the enterprise value clear.
THE ENTERPRISE BUYER
A field team.
Many credentialing needs.
AUDIENCESupplier organizations supporting their representatives.
REALITYRequired memberships can span multiple providers.
NEEDA clear way to evaluate credentialing support for the team.
THE POSITIONING SHIFTCorporate credentialing
↓
Credentialing
Advantage
A distinct enterprise story.
ENTERPRISE MESSAGING BRIEFIllustrative wording
Credentialing support for the whole team.
AUDIENCESupplier organizations.
NEEDSupport for representatives with different credentialing needs.
VALUEAn enterprise offering the organization can evaluate.
ONE STORY, MULTIPLE USES
Carry the positioning into the field.
WEBSITEIntroduce the enterprise offering.
SALESSupport sales and renewal conversations.
TOOLKITGive the field a shared narrative.
↶Commercial-team feedback informs refinements.
01 / 04Recognize the work of supporting a field team.
I repositioned corporate credentialing as Credentialing Advantage and carried the story into website messaging, sales and renewal presentations, and a field toolkit.
Read the case study →COMPANY-WIDE CI4 scenes
Make insight useful in the conversation.
PMM TEAM REVIEWHuman judgment
What matters?
What can we support?
SOURCECheck the evidence behind the update.
CONTEXTIdentify the relevant solutions and buyers.
MESSAGEShape guidance the field can use.
BATTLECARD LIBRARY01SolutionProduct context
02BuyerStakeholder needs
03LifecycleCustomer stage
Maintained across Crayon and SharePoint
FIELD GUIDANCEIllustrative structure
Evidence with context.
Guidance with a purpose.
UPDATEWhat changed, with a source and date.
MEANINGWhy it matters to this buyer or solution.
ACTIONDiscovery questions and response guidance.
↶Field feedback informs the next PMM review.
01 / 04Bring market and customer signals together.
Alongside my credentialing portfolio responsibilities, I built and ran a company-wide program that turned buyer and competitor evidence into guidance sellers could use.
Read the case study →PARTNER INTEGRATIONS4 scenes
Connect the capability to the customer.
THE POSITIONING WORK
From a connection
to a customer story.
CONTEXTStart with the credentialing workflow.
VALUEExplain what each integration means for the customer.
ALIGNBring internal and partner teams into the story.
SELF-SERVICEDirect purchase
A credit-card purchase path.
In-app campaigns ACCOUNT-MANAGEDSales-supported
A purchase path through Credentialing Advantage.
Field enablement COORDINATED GO-TO-MARKET
Make the path to purchase clear.
IN-APPCampaigns for direct purchases.
FIELDSeller one-pagers and enablement.
PARTNERSAligned content and joint announcements.
↶Internal and partner teams share the launch story.
01 / 04Bring partner capabilities into the customer story.
I led positioning and launch work for background screening and occupational health integrations, helping customers understand their value and how to buy.
Read the case study →Product storytelling
I secured executive budget approval and directed an animated explainer from concept and script through production.
Read the case study →