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Priya Ramamurthi

Priya Ramamurthi

Head of Product Marketing, Platform, Okta

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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
Is partner PMM a dedicated function and why is that the case or not? What's the line between partner PMM and partner marketing?
That’s a great question. Let me start with some background. In many traditional large organizations, partner marketing teams up with system integrators (SIs), large area resellers (LARs)/licensing solution partners (LSPs) and a variety of resellers. These would make the bulk of your partner sale...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
How do you structure PMM support for partners specifically? Is there a dedicated role, distributed, any tips?
If partnerships are a focus for the organization, partner PMM as a dedicated team is crucial. Within the team, there can be individuals supporting for technology partnerships, cloud alliances and traditional SIs, LSPs & resellers. Depending on the organization and the existing and planned partner...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
What are your lessons learned about successfully going to market in a partner's ecosystem?
I follow the following steps to drive a successful GTM motion with partners. Be Strategic: Every partnership does not necessarily warrant the same effort. Develop tiers for each partner type. Set strategic goals for each tier. Collaborate: Deep collaboration with product, business development a...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
What KPIs should a partner marketer be goaled on?
Generally speaking, partner marketing influences sales pipeline and revenue. Not different from product marketing in this aspect. With each partner, there should be specific quarterly and annual goals to influence this. Details related to conversion rate based on campaigns planned make these goa...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
What's the longer term health of having a career in doing partner PMM?
SaaS companies start by selling to customer with their existing sales teams. Partnerships increase product stickiness thus increasing adoption and retention, driving long-term growth. Partner PMM is a requires someone who can wear many hats 1. Product marketing – core product marketing skills in...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
What are the pros/cons to including a partner in a marketing campaign/asset?
Partner marketing can be a huge growth driver for the business, if prioritized. With the right partnerships, co-marketing and co-selling can drive a significant part of organizational revenue. I would think about partner marketing early during the GTM cycle to ensure coverage with the right part...more
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Priya Ramamurthi
Priya Ramamurthi
Head of Product Marketing, Platform
How do you get buy-in and attention from your partner sales force in order to even enable them?
In order to get the best attention from the sales teams, it is important to create a plan in conjunction with them. Early buy-in drives engagement through the process. Also, as with any product marketing engagement with sales, it is an ongoing collaboration and discussion to apply the best learni...more
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Credentials & Highlights
Head of Product Marketing, Platform at Okta
Product Marketing AMA Contributor
Partner Product Marketing
Lives In San Francisco, CA
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