Fortinet and Marketing Management: Third Time’s a Charm?

E. Parizo

E. Parizo

Summary Bullets:

  • New Fortinet marketing chief Stacey Wu plans to build Fortinet’s brand by leveraging its culture of innovation, imagination, and technical breakthroughs.
  • It’s unclear whether Wu can overcome the pitfalls that recently doomed her two predecessors, namely wavering support for marketing by CEO Ken Xie.

When it comes to marketing, Fortinet has a checkered history. Historically, the company has not prioritized marketing, embracing a corporate identity that places technological innovation at the fore.

In recent years, however, the company has endeavored to increase marketing spending in order to bolster sales growth. It has also sought to create a brand and go-to-market message that matches the agility of its technology, which helps justify purchasing from a vendor that was previously unfamiliar to many IT buyers. But, these efforts have been inconsistent and uncoordinated; insiders and those close to Fortinet lay the blame on CEO Xie, noting his inability to commit to a consistent marketing strategy and his eagerness to redirect marketing funding back toward product development. Read more of this post