184 / Connecting Product Teams with Go-To-Market Outcomes, with Margie Agin

About this episode

Margie Agin discusses the importance of redefining go-to-market strategies as a continuous, cross-functional responsibility that connects product teams with business goals.

Margie Agin is a seasoned go-to-market advisor for B2B technology scale-ups. She brings deep expertise across digital marketing, IT, and cybersecurity. As Founder and Chief Strategist of Centerboard Marketing as well as a former leader at companies like Cisco and Blackboard , she has built a career translating complex technical products into effective market strategies. In this episode (which marks her second visit to Product Momentum), Margie’s message is clear: go-to-market (GTM) is not a one-time event or a siloed function – it is an ongoing, cross-functional system that must connect product teams and broader business goals. GTM: A Shared, Continuous Responsibility It’s time to redefine go-to-market as a shared, continuous responsibility across teams, Margie says. Product managers in particular often feel disconnected because their fellow stakeholders in the organization misunderstand go-to-market as either a launch event or solely a sales function. Margie reframes GTM as “a coordinated cross-functional engine that spans product, marketing, sales, customer success, and even finance.”  It’s a perspective that challenges product teams to actively engage in downstream…

People in this episode

Guest: Margie Agin

Topics covered

• go-to-market strategy
• cross-functional collaboration
• product management
• B2B technology
• business outcomes

Keywords

• go-to-market
• product teams
• business strategy
• digital marketing
• B2B technology

Mentioned in this episode

Organizations: Centerboard Marketing, Cisco, Blackboard

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