Heidi Melin: The Power of Positioning, Why hire an outside agency

Think positioning is just a marketing exercise? Think again.

Heidi Melin, Chief Marketing Officer at Workfront – and one of the tech industry’s best CMOs – has deep experience and a stellar track record positioning companies for success. In this Q&A, Heidi shares her perspective on:

• The biggest mistake people make when it comes to positioning
• How to get CEO buy-in for a strategic positioning initiative
• The advantages of using a third party positioning partner, and what to look for when choosing one