Technical Marketing has come a long way from its early days of ad-hoc demos and slide decks built under deadline pressure. Today, it’s a strategic function—one that connects product, engineering, and go-to-market teams through clarity, process, and storytelling. In this follow-up to From the Trenches: A Journey into Technical Marketing, Roger takes readers beyond the “how” and into the “how it scales.” Drawing from years of experience leading Technical Marketing organizations, Roger shares a collection of frameworks, best practices, and lessons learned from the field—refined through real projects, real teams, and real results. This isn’t a theory book. It’s a practical guide to building Technical Marketing as a system — from one person’s experience, that can grow, adapt, and deliver measurable impact. Inside, you’ll discover: ✅ A complete project planning template for Technical Marketing initiatives ✅ A Service Catalog framework that transforms deliverables into repeatable services ✅ A Demo and Enablement Toolkit built around the See–Try–Buy methodology ✅ Metrics and maturity models that bring structure and accountability to creative work ✅ Practical guidance for aligning Technical Marketing with product, sales, and enablement teams Whether you’re leading a global Technical Marketing organization or building one from scratch, Scaling the Craft provides the clarity, tools, and systems to take the discipline—and your impact—to the next level.