Welcome to another power-packed edition of GTM Rapidfire! This episode brings you an inspiring conversation with Ranjini Raghupathi, the Director of Product Marketing at Desks365. With over a decade of experience in B2B SaaS marketing, Ranjini takes us through the pivotal stages of her career, her product marketing philosophy, the role of storytelling, how AI is reshaping the landscape, and why taking a career break might just be the best thing you can do.

🌱 From Content Writer to PMM Director: A Career Shaped by Growth

Ranjini’s journey began as a content writer - crafting blogs, web copy, and email campaigns. But her transition into product marketing wasn’t planned; it was catalyzed by her first company’s evolution from a single-product organization to a multi-product business. This shift demanded a new way of thinking: understanding different ICPs, crafting differentiated positioning, and managing upsell opportunities without cannibalizing the core product.

That experience laid her PMM foundation. As her career progressed, she found herself in dynamic environments. She was behind the IPO prep at Freshworks to driving growth at BirdEye and leading global expansion at Multiplier. Rather than deliberate steps, she describes her career trajectory as one that flowed, shaped by opportunities and challenges at each stage.

“If you get it right in the first few years, the next few decades of your career are sorted.”

📚 Storytelling Isn’t Part of PMM, It Is PMM

For Ranjini, storytelling is at the heart of product marketing. Whether decoding user needs or translating technical features into benefits, the PMM’s job is to package insights into compelling narratives across multiple formats: demo decks, help articles, sales collateral, or even a tweet.

She cites examples like HubSpot (“selling growth, not CRM”) and Atlassian (“making dreams come true for teams”) as companies that masterfully communicate purpose through story.

Her approach involves building a singular source of truth—a positioning and messaging document that starts with deep research: market trends, customer problems, product features, and real-world validation.

“Storytelling is the job. You just package it in different formats.”

🧩 Frameworks that Bridge Tech and Emotion

To develop her core messaging framework, Ranjini uses the April Dunford method for positioning. She then distills the content into a matrix that maps:

• Market problems
• Product features that solve them
• Descriptions and benefits
• Customer validation or proof points

This structure not only aligns internal teams but also serves as the foundation for scalable, consistent messaging across departments.

When dealing with complex or technical products, she stresses the importance of cross-functional collaboration. She ensures every piece of collateral is rooted in product knowledge then layered with messaging that resonates with end users.

“I let the tech experts be the experts. My job is to bridge the gap with story.”

🧪 Validating the Bridge: From Beta to Buy-In

Ranjini’s go-to method for validating messaging is through beta programs. These aren't just about testing the product - they’re opportunities to test the story. She shares demo decks, landing pages, and help content with real customers to see what sticks.

“If you're just validating messaging in your own echo chamber, it won’t work. The market needs to understand and approve it.”

🤖 PMM in the Age of AI: Assistant, Not Author

With over 10 years in the game, how does Ranjini keep up with the ever-changing landscape?

She credits her success to living in a constant state of curiosity and anxiety. From SEO to LLM optimization, the rules of marketing are always changing. The key is to stay plugged into customer loops, industry newsletters, and peer conversations.

When it comes to AI, Ranjini is pragmatic. She views AI as an assistant, not a replacement:

• Proofreading content
• Suggesting copy variations
• Automating market research
• Enhancing productivity

“AI won’t do the storytelling for you, but it helps you do your job quicker and better.”

🛑 Taking a Career Break: The Unexpected Growth Move

Perhaps one of the most powerful parts of the conversation was Ranjini’s reflection on taking a career break—not due to burnout or a life event, but simply to pause. Initially anxious, she now calls it the best decision ever.

During the break, she experimented with freelancing. Running her own consulting practice forced her to learn new skills—sales, negotiation, client management—while realizing how transferable PMM skills are across industries.

“You need to go slow to go fast.” — Satya Nadella (and a mantra Ranjini lives by)

💡 Key Takeaways from Ranjini’s GTM Playbook

1. Storytelling is your core competency as a PMM—not a nice-to-have.
2. Cross-functional collaboration makes technical products accessible.
3. Build a positioning matrix that connects features, problems, and proof.
4. Use beta programs not just to test product fit, but messaging resonance.
5. Treat AI as a co-pilot, not a driver.
6. Don’t fear breaks—they could bring the clarity and courage you need.

Whether you're just getting started in product marketing or looking to sharpen your strategy in the AI era, Ranjini’s story is a reminder that careers grow best when you combine curiosity, clarity, and the courage to pause.

Stay curious. Stay sharp. And keep telling great stories.

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