Jeff Otto

Sharing how I think about this as an industry marketer. My first step would be to huddle with my sales and product leaders and align common goals (where possible). If yo...

As industry marketers, our hope is to get a message that we author deeply embedded into the minds of as many target buyers across as many accounts as possible. Some measu...

Every company is a bit different, so the structure of roles and responsibilities are specific to the situation (size of the marketing org, product portfolio mix, selling ...

With my industry product marketers, I nurture the development of a set of skills that I feel differentiate them. These are the skills I feel an industry product marketer ...

I’ve often found that personally delivering customer-facing presentations is a great way to test messaging and positioning and learn first-hand about a buyer and their pr...

At Salesforce I’ve worked for 7 different executives in just over 6 years. Each of these leaders had a different mixture of leadership characteristics, and what I try to ...

There are a couple dimensions to this that I find helpful to double-click into depending on your company's situation. First is creating a clear delineation between Indus...

Although there are so many great resources out there across every facet of technology marketing, I really haven’t found any in-depth resources that focus specifically on ...

There is an in-depth science to this that many sales or product strategy teams leverage, so with that caveat, I'm sharing a high-level approach. My recommendation is to ...