036 | The Role Missing from Your Healthtech Marketing Team with Justin Steinman, CMO Definitive Healthcare | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-01-07T15:00

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The Episode in 60 Seconds

How do you lead marketing for an organization and keep all of the trains running on schedule? Over the course of an illustrious career, Definitive Healthcare CMO Justin Steinman has developed one role, the Campaign Planning Manager, that oversees his seven categories of marketing.

Our Guest

Justin Steinman CUJustin Steinman hails from GE Healthcare Digital and Aetna (a CVS company), where he respectively served as Chief Marketing Officer and VP and Head of Product and Solutions for nine years. As CMO of Definitive Healthcare, he is responsible for the strategy, development, and execution of all aspects of marketing for the company including product marketing, demand generation, corporate marketing, public relations, and corporate communications. Steinman possesses 25 years of deep expertise in healthcare and enterprise software where he led global, multi-level teams. He holds an undergraduate degree from Dartmouth College and an MBA from MIT’s Sloan School of Management in Technology Marketing and Entrepreneurship.

Show Notes

Definitive Healthcare has aligned their sales, marketing, and customer service teams according to their verticals.

 

Campaign Planning Manager

For Definitive Healthcare, the most critical role is the Campaign Planning Manager. According to Justin, “A good campaign planning manager is worth his or her weight in gold because that’s the person who is the connective tissue across the company. And this role owns absolutely everything and absolutely nothing at the same time. We give our campaign planning managers responsibility for seven categories of marketing.”

The campaign planning manager is the captain of the spiritual team. He or she sits in the center of the organization and watches and encourages the relationship among sales, marketing, and product.

There can’t be a marketing event without content coming from marketing, information coming from product, and sales must be aware.

The campaign product manager sees the holes, such as: There is an advertising campaign happening, but it doesn’t have a custom landing page or the best followup emails.

 

Justin Steinman’s Seven Categories of Marketing

  1. Market Research
  2. Content
  3. Awareness
  4. Demand Generation
  5. Enablement
  6. Partners
  7. Customer Marketing

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