Ask any VC about the hardest position to recruit for in open source and they will tell you it is VP of Marketing. There is a dearth of marketing executives with the track records and metabolisms to handle the rough realities of this new position. Transparency, free and decentralized; three concepts that strike fear through the hearts of traditional marketers, must be embraced in order to be successful as a company and contribute to the continuing growth and acceptance of open source. How do you market to the group that least likes marketing? That is, to Dilbert? In this session, attendees will learn:

How to communicate with the open source community, including when they do and do not want to hear from you.
How to run a transparent marketing organization, model the right behaviors, and be comfortable with it.
Models for deciding what to charge for, what to give away for free and what to open source.