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 you are working within a larger organization, perhaps start by collaborating with your sales strategy, sales programs and sales en...more

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 always look for is their ‘killer app’ - the leadership behaviors, and skills that they brought with them that were differentiat...more

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 measurements of this ‘influence’ are quantifiable (measurable) and some are not.   When we are trying to reach a new audience of ...more

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 team structure, target markets), but here are a few areas of responsibility that I feel should be in on the charter of every in...more

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 should be exceptional at: 1.) Know your industry buyer personas. 2.) An industry product marketer should be able to speak in th...more

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 Industry Marketing and Industry Product Marketing.  To me, the initial need for Industry Marketing is driving awareness and brand ...more

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 industry marketing strategy. [Honestly], one reason why I wanted to host this AMA was to give myself the space to reflect and w...more

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 priorities. Approach: First specialize in a relevant topic and master a customer-facing presentation that you know you can delive...more

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 break down the problem piece by piece and find each variable needed to set a revenue target (and a sales pipeline target and cov...more