Christopher Greco
MINTNaming a category and moving pipeline90%

Naming a category and moving pipeline

Senior Manager, Product Marketing and Go-to-Market Strategy at MINT, 2021 to 2023

from 20%

to

Share of pipeline sourced by marketing

MINT sells enterprise software for advertising resource management, with €50 million in funding. I joined in December 2021 as its first marketing leader, with no product marketing team and no category.

Building the team and the category

  • A team from zero

    I hired product marketing, content and demand generation, with career ladders.

  • A category with a name

    I named it Advertising Resource Management, and Gartner and Forrester recognized it.

  • Account-based marketing

    A sharper ideal customer profile and better attribution, across 5 markets.

  • Sales tools for 7-figure deals

    Battlecards, ROI calculators and business cases that explained 500+ integrations.

Leads, cost and cycle time

  • Growth in sales-qualified leads

  • Lower acquisition cost

  • from 12 months

    to

    Enterprise sales cycle

“Categories are imposed on a market by a function disciplined enough to repeat one message until buyers say it back.”

More of my work

  1. WonderflowThe positioning behind a $20 million Series AMarketing-qualified leads, tripled3x
  2. IBMLaunching an autonomous ship across 15 marketsContent strategy, from Italy15 markets
  3. PcBrainStarting a company while finishing a degreeAnnual revenue, from £0£1.2 million
  4. CodilityRebuilding marketing around AI agentsTime to launch a page, from 2 hours2 minutes
  5. TolokaRunning 2 products as general managerExperts on Mindrift, from 015,000

Press kit

Christopher Greco leads product marketing at Codility. He builds marketing teams that create pipeline and runs his team with AI agents. He has built marketing from zero 3 times and run 2 products as general manager. He is based in Rome.

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