#gtm

パチ組第二弾。クリアパーツのジョイント切断に不安があるので、アルティメットニッパーを導入するか悩みどころ。

In this edition of our interview series, Shivani Priyadarshini, Head of SEA Field Marketing at Akamai Technologies, reflects on nearly two decades of experience navigating the evolving world of B2B marketing. From an unexpected transition out of sales to leading field marketing across Southeast Asia, Shivani's journey highlights the power of curiosity, resilience, and customer obsession. Her perspective offers a timely reminder that while technology, buyer behavior, and go-to-market motions continue to evolve, the fundamentals of sustainable growth remain unchanged: understand customers, build trust, and execute with purpose.

Key Lessons and Insights

One of Shivani's strongest messages is that field marketing sits where strategy meets reality. Great campaigns and compelling messaging only matter if they resonate with customers and help advance meaningful sales conversations. In increasingly complex buying environments, field marketers play a crucial role in bridging the gap between customers, sales teams, and the broader business. She also advocates for simplifying go-to-market strategies. Rather than relying on elaborate frameworks, successful GTM execution starts with answering a few fundamental questions: Who are we serving? What problem are we solving? Why does it matter? Alignment across marketing, sales, product, and customer success is equally critical to delivering a consistent customer experience.

Shivani notes that modern buyers are more informed, selective, and demanding than ever before. Generic outreach no longer works. Customers expect relevance, authenticity, and an understanding of their unique challenges. Peer recommendations, customer stories, and community-driven conversations have become more influential because people trust people more than polished brand messages.

Another key takeaway is that customer relationships do not end at the point of sale. Retention and expansion are built through continuous value creation, ongoing dialogue, and helping customers achieve the outcomes they were promised. When organizations focus on customer success first, advocacy and growth naturally follow. For aspiring marketing leaders, Shivani encourages developing a commercial mindset, embracing discomfort, investing in relationships, and staying relentlessly curious. Leadership, she believes, is less about authority and more about influence, adaptability, and a willingness to keep learning.

Conclusion

Shivani's journey demonstrates that exceptional marketing isn't defined by flashy campaigns or complex strategies. It's built through empathy, trust, disciplined execution, and genuine partnerships. In a world of changing technologies and rising customer expectations, marketers who remain focused on helping customers succeed will continue to create lasting business impact.

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