Gartner Expert

Rahim Kaba

Sr Director Analyst

Rahim Kaba advises product marketing and tech leadership teams on critical aspects of their go-to-market (GTM) strategies to help them grow, outperform their peers, and create value for their customers. His core areas of focus include segmentation, positioning, differentiation, competitive intelligence, buyer personas, messaging, sales enablement, win/loss analysis, and product launch best practices. He also helps clients with building and growing high-performance product marketing teams.

Previous experience

Prior to joining Gartner, Rahim spent the majority of his career as a B2B product marketer in small- to mid-sized enterprise software & tech companies focused on driving growth through the launch of new products, enabling global sales teams, ideating on key campaigns and go-to-market strategies, and evangelizing new innovations. He led the global product marketing team at OneSpan, where he was responsible for the go-to-market strategy and execution of the company's portfolio of software solutions for the banking, financial services, and insurance (BFSI) industries.

Professional background


VP Product Marketing

VP Marketing


Product Marketing Manager

Areas of coverage

Product and Services Strategy for Tech CEOs

Go-to-Market Strategy

Messaging and Differentiation

Marketing Impact

Marketing Planning and Performance


M.B.A., EuroMBA Consortium (Maastricht University)

B.Sc., University of Waterloo

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Top Issues That I Help Clients Address

1Go-to-market strategies (including ICP, segmentation, positioning, differentiation, buyer personas, messaging, storytelling)

2Market & competitive intelligence (including competitive analysis, competitive intelligence tools, win/loss interviews, win/loss analysis, buyer interviews, use cases, compete strategy)

3Sales enablement (including product sales training, sales content/tools, sales decks, competitive enablement, battle cards, buyer enablement)

4Product launch (including launch planning, product management alignment, sales & marketing readiness, release marketing, continuous product launches)

5Product marketing roles & responsibilities (including skills, talent, org design, org structure, hiring)