Profile
Akshay Kerkar

Akshay Kerkar

Head of Product Marketing, Emerging Products, Stripe

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Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
Great question! Demand Gen team tend to be bigger than PMM teams, and also have access to a lot more budget :) Modern PMM teams should consider pipeline (and ultimately revenue) to be their primary success metric. If PMM teams are led based on this approach, it drives perfect alignment with our D......Read More
6422 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
Messaging is tricky, since everyone and their uncle tends to have an opinion on messaging :) The challenge with not having a clear approval process and roles/responsibilities defined upfront is that the review exercise will then typically lead to a lot of churn and take a long time to boot. So i......Read More
2333 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsAugust 5
A few other things to consider: * Your team's research needs (qual and/or quant)  * Any analyst-related spent (either for research reports or to engage w/ analysts) * Content-related needs -- always a good idea to work with a good content agency to flex your capacity when needed * And ......Read More
2064 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
The structure of any team needs to be driven by the success criteria for that team. At Atlassian, we typically look at KPIs like # of paid users and pipeline (MQLs) for PMM. Enterprise-focused PMM teams typically have a couple more things they need to solve for: Sales enablement, and account-base......Read More
1990 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsAugust 5
The answer really varies by company - I have seen instances of Product Marketing, Product Management, Finance, Biz Ops, and Sales Strategy teams own pricing. In an ideal world, the team that's both tasked with understand your products/market/customers and works closely w/ Sales is the best pla......Read More
1941 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
The structure of the PMM team is usually a function of the size of the company and it’s GTM model. The “typical” SaaS PMM team has a set of Core PMMs that are focused on product, and usually a sister PMM team in the form of Industry/Solutions Marketing that is focused on solutions for specific ve......Read More
1598 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
Success should be measured based on impact to the org, and in B2B Marketing that really means pipeline (and ultimately conversion to revenue). PMMs that take this “full stack” approach to our craft will not only maximize their ability to have meaningful impact at their company, but will also put ......Read More
1377 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
Not all launches are created equal, so it’s important to have a t-shirt sizing exercise upfront to determine how large a launch is (and hence what level of effort/mix of activities should be dedicated to launch). Once that’s done, the sooner we can put a launch plan in place, socialize that, and ......Read More
1224 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsDecember 23
I must admit that design disagreements have been rare in my experience. The best way to ensure alignment is to really think of your design partner as a true partner (vs. just a service role), bring them in early and upfront, provide them with context (e.g. maybe even have them be part of planning......Read More
1189 Views
Akshay Kerkar
Akshay Kerkar
Stripe Head of Product Marketing, Emerging ProductsAugust 5
Your pricing inherently reflects the value of your products, and since competitive comparisons will inevitably come up in deals, you have to translate all your competitive research and market understanding into a compelling set of content and enablement for your Sales team so they can sell the "v......Read More
987 Views
Credentials & Highlights
Head of Product Marketing, Emerging Products at Stripe
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Establishing Product Marketing, Product Marketing Soft and Hard Skills, Release Marke......more