Listen in on a conversation on the relationships between sales, technical marketing, product marketing, and evangelism. Join Brian Robison, Chief Evangelist and Vice President of Product Marketing at Corellium. To that role, Brian brings experience in marketing and evangelizing hardware and software solutions with Blackberry Cylance, Citrix, McAfee, and Tripwire.
The theme throughout his career: making a bigger impact inspired by the belief in the solution and its importance to people’s lives. The work throughout: developing assets, narratives, and hands-on experience with the product.
Takeaways:
- The most important role of an evangelist is to support the sale. Everyone is in sales, including the evangelist. The evangelist is there not to drive a transaction, but to discover, communicate, and establish clear value. You’re selling trust and relationships, not SKUs and prices.
- Often functioning as a “one-person production house” of product demos, stories, and presentations, Brian balances routine tasks with creative responsibilities is essential for efficiency, creativity, and innovation.
- Customer needs and customer use cases shift. Being aligned with your customers and being a hands-on user yourself deepens understanding and unlocks new ideas and enhanced value.
- Two tell-tale signs that you need an evangelist are a young company bringing something revolutionary to the world or a big company in an established market trying to create a paradigm shift. Both need a bigger conversation about the outcomes of a new approach, not just one about a tool.
Quote of the Show:
- “I have always sought out companies and products that are different, that change how people do things, that have a much bigger impact.”
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