Communities

Jeff Otto

CMO, Riskified

Content

How do I measure sales enablement success?

Jeff Otto

Riskified CMO • July 14

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......Read More

9875 Views

What are the key metrics you use to measure the success of your industry marketing program?

Jeff Otto

Riskified CMO • July 14

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 ......Read More

3725 Views

Which product marketing responsibilities should be centralized, and what should industry product marketers own?

Jeff Otto

Riskified CMO • July 14

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......Read More

3315 Views

What does an industry product marketing manager need to be exceptional at compared to product marketing manager?

Jeff Otto

Riskified CMO • July 14

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......Read More

2789 Views

What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.

Jeff Otto

Riskified CMO • July 14

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......Read More

2152 Views

what skills and abilities are required to be head of industries marketing? how do candidates set themselves apart during an interview?

Jeff Otto

Riskified CMO • July 14

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......Read More

1779 Views

At what stage of a company should a product marketing team think about resourcing an industry-first approach?

Jeff Otto

Riskified CMO • July 14

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 ......Read More

1732 Views

Have you come across good resources for thought leadership content related to industry marketing? If so which would you recommend?

Jeff Otto

Riskified CMO • July 14

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......Read More

1570 Views

How do you set revenue targets for your industry that you're focused on when the sales team's quota isn't tied to your industry?

Jeff Otto

Riskified CMO • July 14

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......Read More

1391 Views

Credentials & Highlights

CMO at Riskified