Christiana Rattazzi

Christiana RattazziShare

VP, Industry Solutions, Okta
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Christiana Rattazzi
VP, Industry Solutions at Okta
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 2
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 set of field-facing materials (e.g. Pitch Deck) Other honorable mentions for me might include:  * Sales enablement / training * Demo flow and script * Product adoption and engagement * Pricing and packaging * Competitive
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
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 not just talking some Google research. I would develop a compelling outside-in perspective that is deeply informed. Prepare some provocative questions, have recommendations for positioning on the website and maybe flag some big market or competitive moves that inform your opinions. Bonus points if ...
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
I think there are a couple ways I'd think about it - and it would depend on what the PM organization looks like and the individual skills of the folks on the PMM team (if already in-seat).  Approach 1 - Make one of the PMMs Product-facing (handling predominantly new product/feature introductions or launches and product enablement) and one of them more Marketing- or Sales-facing (handling things like first-call decks, website copy, core positioning) Approach 2 - Map those PMMs to the PMs and have the teammates cover everything from launches to sales collateral for specific products or prod...
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
The best competitive research I've seen goes beyond the competitor's website, press releases and YouTube videos. They might include competitor customer interviews and tailored sales demos. I've personally worked with great small businesses and consultants who are experts in doing this analysis and research. If you have a little budget, I'd recommend that path. 
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
First of all - I don't think you HAVE to become a VP of Marketing from Head of PMM. You can choose to take on bigger PMM roles at bigger companies.  That said, I've made the move to be a VP of Marketing at an earlier-stage company. I personally believe that PMM leaders make great VPMs for certain businesses - especially ones that have a mid-market or enterprise sales motion, require category creation or are in crowded markets (and will rely on differentiation).  While in the Head of PMM role, make sure you really partner closely with the Head of DG. You are uniquely positioned to think th...
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
The best IC PMMs I've seen do two things amazingly well:  1. They are masters of positioning - keeping it concise, relevant and void of fluff. They get to the heart of why it matters for that audience.  2. They cross the finish line - reliably delivering their projects on-time and with high-quality. They are self-starters who manage their time and build trust by doing what they say they're going to do. 
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
I love this question, as I've spent time across these related organizations in my career (Product Marketing, Solutions Marketing and Industry Marketing).  Typically, Industry and Solutions Marketing consider the audience and business outcomes related to the combination of multiple products (and sometimes multiple products + tech partners).  Industry will be considering the specific audience (often a vertical like Fin Serv or Healthcare) whereas Solutions will be thinking about it horizontally.  For example - a company might have a PMM for raspberries, one for strawberries and one for blu...
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
Every executive team is different, so I would encourage you to think through the culture (and sometimes - quirks!) of the members of that team as you craft your own approach. That said, I've found a couple things particularly effective in my experience.  * Bring along key lieutenants for the ride - once you get to the exec team, a number of important leaders should have been part of the ideation and review process. Individual sales leaders, product owners, customer success leads should all be stops on your journey to craft the right message. That way - one of the first slides ...
Christiana Rattazzi
Christiana Rattazzi
VP, Industry Solutions, OktaNovember 1
I touch on this a little in another question. That said, a Manager should have a solid grasp of major PMM skills alongside leadership abilities. Some attributes I look for are: * Evangelism - whether promoting core value proposition or the work of the PMM team, this person should be skilled in championing the interests of customers, the market and the team. Their opinion and perspective should be influential. * Diplomacy - PMM is so cross-functional (and often, the starting point for important projects) that a Lead should be able to work through stated and unstated priorit...
Credentials & Highlights
VP, Industry Solutions at Okta
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Boulder, CO
Knows About Pricing and Packaging, Competitive Positioning, Building a Product Marketing Team, De...more