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Christiana Rattazzi
VP, Industry Solutions
Priya Ramamurthi
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
Priya Ramamurthi
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
Priya Ramamurthi
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
Priya Ramamurthi
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
Priya Ramamurthi
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
Priya Ramamurthi
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
Priya Ramamurthi
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
Christiana Rattazzi
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
Christiana Rattazzi
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
Ivan Dwyer
Product Marketing
Swaroop Sham
Swaroop Sham
Group Product Marketing Manager - (CIAM / API Products)
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions
Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform