Krithika Shankarraman

Leadership in marketing involves moving beyond copying generic playbooks to becoming a diagnostician who can identify the right strategy for a company's specific context.

"So what I like to do is try to unpack more of a framework for how do you get to become more of a diagnostician to understand the right strategy or tactic in the first place, rather than saying, 'How d..."

High top-of-funnel interest paired with low conversion signals a need for better product marketing and positioning rather than more lead generation.

"That probably means that there's more to be done in the product market fit zone rather than throwing in more at the top of the funnel because you have a leaky funnel at the bottom. And so hiring a dem..."

AI products require novel pricing strategies because traditional SaaS and usage-based models often fail to capture the specific value they create.

"There is a value creation aspect to using AI that doesn't kind of neatly fit the mold of SaaS-based pricing or seed-based pricing, or even usage-based pricing. So, I think there are still some frontie..."

Competitive analysis should only serve as a baseline for identifying gaps where your brand can intentionally take a unique and differentiated path.

"When you analyze your competitors' approaches, evaluating what others do in the space can kind of give you a useful baseline and identify opportunities and gaps and niches that your company can take i..."

Effectively marketing to a technical audience requires marketing to be involved in the product development process from day one rather than at the final handoff.

"If you can think of it as sort of a three-legged race from the very beginning of product development, then you go to market with the right thing in the first place. You get these insights from custome..."