Okta
Insights from the Okta Product Marketing Team
Christiana Rattazzi
VP, Industry Solutions
PMM Interviews with Okta’s VP of Industry Solutions, Christiana Rattazzi and former VP of Product Marketing, Arun Singh
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Okta is the leading independent identity provider, enabling organizations to
securely connect the right people to the right technologies at the right time.
Christiana Rattazzi is the VP of Industry and Solutions Marketing and Arun
Singh, is the former VP of Product Marketing. This week the trio w...more
Head of Product Marketing, Platform
That’s a great question. Let me start with some background.
In many traditional large organizations, partner marketing teams up with system
integrators (SIs), large area resellers (LARs)/licensing solution partners
(LSPs) and a variety of resellers. These would make the bulk of your partner
sale...more
Head of Product Marketing, Platform
If partnerships are a focus for the organization, partner PMM as a dedicated
team is crucial. Within the team, there can be individuals supporting for
technology partnerships, cloud alliances and traditional SIs, LSPs & resellers.
Depending on the organization and the existing and planned partner...more
Head of Product Marketing, Platform
I follow the following steps to drive a successful GTM motion with partners.
Be Strategic: Every partnership does not necessarily warrant the same effort.
Develop tiers for each partner type. Set strategic goals for each tier.
Collaborate: Deep collaboration with product, business development a...more
Head of Product Marketing, Platform
Generally speaking, partner marketing influences sales pipeline and revenue. Not
different from product marketing in this aspect.
With each partner, there should be specific quarterly and annual goals to
influence this. Details related to conversion rate based on campaigns planned
make these goa...more
Head of Product Marketing, Platform
SaaS companies start by selling to customer with their existing sales teams.
Partnerships increase product stickiness thus increasing adoption and retention,
driving long-term growth. Partner PMM is a requires someone who can wear many
hats
1. Product marketing – core product marketing skills in...more
Head of Product Marketing, Platform
Partner marketing can be a huge growth driver for the business, if prioritized.
With the right partnerships, co-marketing and co-selling can drive a significant
part of organizational revenue.
I would think about partner marketing early during the GTM cycle to ensure
coverage with the right part...more
Head of Product Marketing, Platform
In order to get the best attention from the sales teams, it is important to
create a plan in conjunction with them. Early buy-in drives engagement through
the process. Also, as with any product marketing engagement with sales, it is an
ongoing collaboration and discussion to apply the best learni...more
VP, Industry Solutions
Totally agree with this comment. The response varies a little based on the stage
of the business and GTM motion (e.g. self-serve vs sales-lead). That said, I
think the top areas would be (in no particular order)
1. Messaging and positioning
2. New product introduction (launches)
3. A core ...more
VP, Industry Solutions
Ah, that's tough. When you're competing with an internal candidate, you're up
against someone who has considerable product, market and organizational intel.
They won't take a long time to ramp, and they have minimal cultural risk too.
So - to counteract this, you have to come prepared - and I'm...more
Okta Product Marketing Leaders
Ivan Dwyer
Product Marketing
Swaroop Sham
Group Product Marketing Manager - (CIAM / API Products)
Christiana Rattazzi
VP, Industry Solutions
Priya Ramamurthi
Head of Product Marketing, Platform