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Gartner Expert
Rahim Kaba
VP Analyst
Rahim Kaba advises product marketing and tech leadership teams on critical aspects of their GTM strategies and tactics to help them grow, outperform their peers, and create value for their customers. His core areas of focus include market and customer understanding, positioning and differentiation, competitive intelligence, messaging and message testing, sales enablement, win/loss analysis, and GTM alignment. He also advises on building high-performance PMM teams and on the technologies that support them — including CI platforms, win/loss solutions, message testing tools — and the practical adoption of AI as it reshapes the product marketing function.
Previous experience
Prior to joining Gartner, Rahim led the global product marketing team at OneSpan, where he was responsible for aligning the organization around a unified GTM strategy for the company's portfolio of digital agreement and security software solutions.
Professional background
OneSpan, VP Product Marketing, 7 years
integrate.ai, VP Marketing, 1 years
CAE, Product Marketing Manager, 2 years
Areas of coverage
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Messaging, Content and Enablement
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Go-to-Market Strategy
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Product and Services Strategy
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B2B Martech and AI Strategy
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Customer Expansion and Engagement
Education
M.B.A., EuroMBA Consortium (Maastricht University)
Honours B.Sc., University of Waterloo
Top Issues That I Help Clients Address
GTM strategy (including ICP, segmentation, use cases, positioning, differentiation, buyer personas, messaging, GTM alignment)
Competitive intelligence (including identifying and prioritizing competitors, competitive analysis, CI tools, win/loss analysis, buyer interviews)
Sales enablement (including sales content/tools, product sales training, sales decks, battle cards, buyer enablement)
Product launches & releases (including launch planning, internal alignment, sales and marketing readiness, launch communications, release marketing)
Product marketing org & talent (including roles/responsibilities, skills and competency assessments, org design, hiring talent, KPIs, performance measurement)