Arushi Khosla Product Marketing · AI, Martech & Commerce

Select work for StackAdapt

I find the use case a complex platform can win, then turn it into proof Product and the field can use.

These three examples show how I choose a commercial wedge, give sellers a buying frame they can use, and build market evidence into Product and GTM decisions. The supporting work shows direct depth in enterprise email, marketing automation, data, and portfolio commercialization.

My role

Research design, positioning, commercialization, field enablement, Product evidence, and executive decision support from initial question through rollout.

01

Choose the wedge

02

Reframe the decision

03

Design the proof

04

Equip Product and the field

01 · Emerging product commercialization

Conversational Agent: choose one wedge, then earn the right to expand

A broad AI story created interest. A Commerce and Product Discovery entry point created a buying path.

The problem

The agent was built on marketing-automation technology, but CMO conversations produced many plausible use cases and no obvious place to start. Commerce buyers had a specific problem: helping shoppers find and choose products.

Two decisions

  1. Start with Commerce and Product Discovery, where Bloomreach Search supplied a credible right to win.
  2. Treat the position as a hypothesis. Test three messages, study the reasons behind preference, then carry the evidence into the product, trial, and field plan.

Evidence and outcome

A 50-buyer message test split 36%, 34%, and 30%, so preference alone could not choose the position. Follow-up research with 30 retail leaders identified product discovery as the strongest entry problem and surfaced the proof buyers required around accuracy, brand control, and integration.

The resulting motion supported eight enterprise customers and a repeatable model for trials, holdouts, customer evidence, and Product priorities.

Explore the six-scene positioning case
Commercial wedge decision
Broad CMO demand Many signals

Personalization, service, selling, discovery, and other plausible uses

No single buying path
Commerce + Product Discovery Chosen wedge

Concrete shopper problem, known buyer, co-sell path, Search foundation

Position → trial → proof → expansion
50

senior buyers

3

messages tested

30

retail leaders

8

enterprise customers

02 · Identity, activation & competitive positioning

Wunderkind: give sellers a buying frame they already know how to use

CDPs kept entering deals. The answer was a stronger frame around identity, activation, and attributable revenue.

The problem

Wunderkind was being compared with many types of CDPs despite serving a different job. A large feature matrix asked sellers to master every CDP variant and pulled the conversation away from the value buyers already associated with Wunderkind.

Two decisions

  1. Anchor the comparison in Wunderkind's proprietary identity, first-party signals, activation across owned and paid channels, and immediate revenue attribution.
  2. Preserve the seller's core revenue story while changing the buying frame for prospects evaluating a CDP.

Evidence and outcome

I designed the comparison, buyer-facing narrative, and field assets, then moved the position through Sales leadership in the US and Europe before rollout. In the analyzed CDP deal set, competitive win rate moved from roughly 2% to double digits.

Scope: PMM across identity, onsite experiences, triggered email and SMS, Ads, and publisher audiences. I also designed ongoing technical enablement for Ads and publisher teams. Wunderkind was neither a CDP nor a full DSP.

View the Identity Playbook View paid-and-owned market narrative View the prior Ads overview View the Ads narrative View ongoing technical training View CDP field enablement
Paid-and-owned convergence
Web behavior Email and SMS First-party data Publisher signals
Common layer Identity + intent

Recognize the customer and decide how to reach them

Owned

Onsite · Email · SMS

Paid

Ads · Publisher audiences

Buying frame

Known signals → coordinated activation → attributable revenue

03 · Market intelligence & decision support

Unified Insights: make evidence usable at the moment of decision

The answer to fragmented intelligence was a governed flow into the tools and views each team already used.

The problem

More than 30 sources held market, competitive, product, customer, and deal evidence. Battlecards aged quickly, leaders reacted to individual Slack updates, and each team needed a different level of detail.

Two decisions

  1. Keep Salesforce and the existing research tools as sources of record. Add change tracking and page-level alerts instead of creating another repository.
  2. Deliver different views for leadership, Product, and the field, with human review for consequential decisions.

Evidence and outcome

The workflow combined Competely for strategic market change, Visualping for targeted page alerts, Dovetail for synthesis, and AI-assisted win/loss analysis. Q2 deal analysis reached more than 90% parity with human analysis and covered work previously requiring two full-time analysts.

The result was faster competitive updates, traceable Product evidence, and guidance shaped to the way each audience made decisions.

One evidence flow, three decision views
Win/loss Customer Product Competition Market Field
DetectCompetely · Visualping
SynthesizeDovetail · AI analysis
ReviewPMM judgment · source links
Leadership

Market movement, win/loss, recommendation

Product

Gaps, evidence, priority signals

Field + partners

Plays, battlecards, next action

Supporting example · Enterprise marketing automation

Portfolio fluency from evaluation through adoption

Across Bloomreach Engagement, platform, Commerce, and Conversational, I owned different parts of the email and marketing-automation story at different points. The work covered the buying decision, implementation path, roadmap, competitive position, and field motion.

View the Enterprise Email Guide
Evaluate

ESP RFP, Braze and Klaviyo comparisons, buyer criteria

Migrate

Salesforce Marketing Cloud and Oracle Responsys migration guidance

Commercialize

Email roadmap, enterprise narrative, portfolio and vertical plays

Enable

Talk tracks, demos, one-pagers, integrations, competitive guidance

The throughline

Find the entry problem. Make the decision legible. Build the proof before scale.

That is the work I would bring to an emerging Marketing Orchestration portfolio spanning data, workflows, owned channels, programmatic activation, and measurement.

Get in touch View broader select work

Unified Insights · Expanded view

The process started with the decision, then chose the evidence and delivery method.

1 · Preserve the record

Salesforce, research repositories, call intelligence, customer feedback, and product analytics remained the traceable source layer.

2 · Add signal detection

Competely captured strategic shifts. Visualping monitored high-value pages and routed material changes to the relevant product group.

3 · Synthesize with control

Dovetail organized themes and evidence. AI increased coverage, while PMM reviewed sources and handled decisions where context changed the answer.

4 · Design for use

Leadership received implications and recommendations. Product received linked evidence. Sellers and partners received the play, objection, and next action.

Result

More than 90% analytical parity, the coverage of two analysts, and a process that could keep competitive and customer evidence current without asking every team to learn a new tool.