PMM Interviews with Okta’s VP of Industry Solutions, Christiana Rattazzi and former VP of Product Marketing, Arun Singh
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
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
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
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
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 an...more
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 certai...more
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
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 ...more
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
* Bring along key lieutenants for the ri...more
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 ...more