Coro is a modular cybersecurity platform for small and mid-sized businesses. I was Director of Product & Corporate Marketing.
The challenge: building a sustainable content strategy
Evaluating ownership, coordination between teams, and who leads what is critical to ensure alignment and consistency when going to market. At Coro, product marketing had reported into the CTO until not long before this presentation. The aim of this session was to help us realign as a newly united team under the CMO, while still divided into teams under him.
The proposal
The deck diagnoses team dynamics as much as content gaps, in order to help us align, identify and resolve pain points, and go to market more effectively. It moves through three layers:
- Alignment. Open issues across the two sub-teams, plus teams, roles, and responsibilities.
- Framework. Objectives, and the components worth considering: measurement, distribution and segmentation, content types, infrastructure, growth, and management.
- Execution. Content types, segmentation, distribution channels, and an open brainstorm.
Approach
Strategy decks work best as tools for conversation. I built the framing in advance with the information I knew from my perspective, leaving clear gaps for the other stakeholders on the CMO's team to contribute to. Every slide follows the same pattern, with a content column on the left and a question prompt on the right, which makes the deck a facilitation tool for a live session. This included raising organizational problems, particularly because much of what looked like a content problem was primarily a coordination problem: unclear ownership, unclear timing, misaligned teams. Ending each section with a question surfaced differing opinions and approaches, helped us understand and appreciate each other better, and enabled us to reach solutions that aligned us more closely.
