Case Study · Identity & Authentication

Prove Identity · VP Product Marketing

Building the GTM Engine
for a Category Leader.

VP of Product Marketing at a pre-IPO identity verification & authentication platform ($1B+ valuation). Built the PMM function, launched Prove Auth, repositioned the company as a platform, and established analyst credibility across Gartner, Forrester, and 6+ other firms.

$100M→$125M

ARR during tenure
25% revenue growth

$9M

ACV pipeline from
Prove Auth in 3 months

20+

Assets produced for
Prove Auth launch

15+

API/SDK products owned
across the portfolio

Executive Summary

Built Prove's PMM function from scratch — restructured team, installed GTM framework, created repeatable launch infrastructure across 15+ products

Launched Prove Auth end-to-end: $9M ACV pipeline, 15K visitors, and 22 SQLs in the first 3 months post-Money 20/20

Repositioned Prove from point-solution to platform — led naming, positioning, and launch of Prove Identity Network (PIN)

Drove analyst credibility at scale — 7+ firms briefed, multiple Leader designations across Gartner, Forrester, Liminal & more

PMM Function

Building the machine
before running it

The Situation

Joined as the most senior PMM at a company with 15+ API/SDK products and a two-person team in reactive, generalist mode. No formal launch system. No prioritization framework. Before any product could go to market at scale, the function needed to be rebuilt.

The Approach

Restructured the team from generalists into product owners — each PMM paired with a specific PM and product area. Built Prove's first cross-functional GTM framework and RACI matrix. Ad hoc became repeatable.

15+products standardized

7systems built

Ad hoc → repeatablelaunch infrastructure

GTM framework & RACI matrix — the launch operating system for Product, Sales, Marketing, Legal & Ops

Updates to the Field (UTTF) product roadmap slide mockup

Updates to the Field (UTTF) — cross-functional sales enablement cadence; rated "very useful" by the revenue team

Win/Loss program interview guide and analysis

Win/Loss program — competitive intelligence surfaced from every deal, fed back into roadmap and positioning

PMM-Owned Infrastructure

The Prove Internal Site — a single source of truth

PMM-owned internal hub for all product knowledge — pricing, messaging, competitive positioning, and enablement materials across 15+ products. Every seller, CS rep, and partner worked from one source of truth. No decentralized decks. No outdated one-pagers in the field.

Prove internal website — product knowledge hub

Alpha Program Pre-Build Validation Framework

Alpha Program — representative view of the 4-asset PMM process for early-stage product BD readiness

Alpha Program — PMM-owned readiness gate before investing in full product development

Prove Product Roadmap 2023 — quarterly color-coded by product area

Product roadmap overview — 1-slide format enabling sales to educate prospects on what's coming and why it matters

What was built

GTM Framework Cross-Functional RACI Matrix PMM Team Restructure (Generalists → Product Owners) Updates to the Field (UTTF) Program Prove Internal Site (PMM-owned) Win/Loss Program Alpha Program PMM Process Product Roadmap 1-Pager PMM Prioritization Governance

Product Launch

Prove Auth —
end-to-end launch execution

The Opportunity

Market validation via Liminal confirmed the signal: 100% of buyers wanted to go passwordless — but few easy-to-integrate solutions existed. Prove's phone-based cryptographic approach was uniquely deployable. Target: launch at Money 20/20, Las Vegas, October 2022.

My Role

Led all PMM end-to-end: positioning, messaging, cross-functional timeline, and 20 launch assets. Anchored sales enablement with a joint SKO presentation and LMS training module — ensuring every rep could speak to positioning and objections on day one.

Prove Auth product page — prove.com · 15,000 visitors in 3 months post-launch

Launch blog post — "Prove Announces the Launch of Prove Auth™ to Deliver Next-Generation Passwordless Identity Authentication"

Press release — GlobeNewsWire · Prove Auth launch announcement

Prove Auth 2-pager — sales collateral for field conversations

Prove Auth demo video — 90-second product walkthrough, produced for Sales Kick-Off and field enablement

Launch Results — 3 Months Post Money 20/20

15,000 page visitors · 22 SQLs · 13 meetings booked · $9M ACV pipeline

prove.com — Launch Announcement

20+ Launch Assets Produced

Product Positioning & Messaging Framework

External Solution Page (prove.com)

Internal Site Page

Sales 2-Pager

90-Second Demo Video

Press Release (GlobeNewsWire)

Launch Blog Post

Dedicated Sales Deck

SKO Deck & Training Session

LMS Sales Training Module

Webinar

Analyst Briefings (Gartner, Liminal, Quadrant)

Key deliverables

20+ Launch Assets Product Page Sales Deck Press Release Whitepaper Blog Post Demo Video Sales 2-Pager Messaging Framework SKO & LMS Training Analyst Briefings

Platform Intelligence

Prove Identity Network —
platform over product

The Problem

Prove had a portfolio of strong individual products but was being perceived as a point-solution vendor. The ML intelligence layer underpinning everything — processing phone signals, behavioral data, and cryptographic keys — was invisible to buyers. That intelligence was the real differentiator.

What I Built

Led naming, positioning, and launch of Prove Identity Network (PIN) — repositioning individual products as expressions of a unified ML platform. Co-authored the PIN whitepaper with the Data Science team and Synchrony, validated with first-party performance data. Named the initiative and drove the trademark filing.

Prove Identity Network — the platform page I led positioning and content for, establishing PIN as Prove's ML-backed intelligence engine

Prove Identity Network whitepaper · "With the help of Prove's cryptographic authentication model, Synchrony has achieved a substantial increase in approved accounts..." — Mylene Pedone, SVP Digital Credit & Authentication, Synchrony

Whitepaper executive summary — co-signed by Synchrony, validating real-world platform performance data

The Platform Argument

Higher pass rates. Lower fraud. Without compromise.

Traditional RBA forces a tradeoff: better fraud prevention means worse UX. Prove's ML platform demonstrated up to 20% improvement in pass rates while holding fraud steady — validated with Synchrony data. A data-backed platform argument that became a cornerstone of enterprise differentiation.

Key deliverables

Prove Identity Network Platform Page Prove Identity Network Whitepaper Whitepaper Press Release Synchrony Customer Validation Platform Positioning & Messaging Data Science Collaboration PIN Trademark (naming)

Website & Market Presence

Making Prove look like
the market leader it was

The Gap

The site felt like an early-stage startup — limited solution visibility, no developer docs — underselling a $1B+ company. Prove was leading exclusively with Pre-Fill while the full platform depth remained invisible to buyers.

What Was Built

Significant website overhaul included: all new solution pages, platform page, and market vertical pages, a Developer Portal (first-ever public docs), API marketplace, and a customer stories section. Rewrote the Master Sales Deck twice — translating Prove's technical stack into the customer's language for fintechs and banks.

20+new pages built

2×sales deck rewritten

1stpublic developer portal

prove.com — solutions navigation menu, rebuilt to reflect Prove's full platform breadth across 4 solution categories

Market vertical page — one of 9 pages built for Prove's strategic go-to-market verticals

Developer Portal — prove.com's first public-facing API/SDK documentation, built from scratch

Customer stories — Bilt Rewards case study, one of the written case studies & video testimonials built on prove.com

Master Sales Deck — rewritten twice (2023 & 2024), translated Prove's technical platform into customer-journey language for fintechs & banks; most-referenced document in the revenue org

Additional Product Launches

Pre-Fill for KYB · Brazil / Elo Partnership · International Expansion

Prove Pre-Fill for KYB (Money 20/20 2023) and the Prove + Elo partnership (Brazil, 42M+ active cards) — plus localized sales decks for Brazil, UK, and India. Each ran on the same GTM playbook.

Prove Pre-Fill for KYB — Money 20/20 Launch Prove + Elo — Brazil Market Expansion

Market Credibility

Established analyst standing across every major identity category

Established Prove's analyst standing across every major identity category. Identified the right firms, drove the briefing strategy, assembled packages, managed RFI processes, and presented alongside Product. The result: multiple Leader designations across identity proofing, authentication, KYC, and behavioral biometrics — positioning Prove above competitors like Socure in the reports that enterprise buyers read.

Gartner Forrester Liminal Quadrant Leader Datos Insights KuppingerCole Javelin CB Insights

Report Inclusions

Gartner 2022 Market Guide for Identity Proofing

Liminal 2022 Companies to Watch

Liminal 2023 Account Opening — Leader

Quadrant Knowledge 2023 User Authentication — Leader

Datos Insights 2023 Behavioral Biometrics — Vendor to Watch

Javelin 2023 Identity & Authentication Report

Javelin 2023 KYC Scorecard

Forrester Wave: Identity Verification Solutions 2022

KuppingerCole Passwordless Authentication Report

CB Insights Briefing

Datos Insights — Pre-Fill Economic Value Study

Liminal Competitive Battle Cards (co-produced)

Key deliverables

4 Solution Pages 9 Market Vertical Pages Prove Identity Network Page Developer Portal (first public docs) Global Solutions Page API Marketplace Page Customer Stories Section Video Testimonials Master Sales Deck (rewritten 2x) International Decks (Brazil · UK · India) Competitive Battle Cards (Liminal-backed) 8 Analyst Firms Briefed Prove Pre-Fill Repositioning

Building the GTM Engine
for a Category Leader.

Building the machine
before running it

Prove Auth —
end-to-end launch execution

Prove Identity Network —
platform over product

Making Prove look like
the market leader it was

Let's build something great together.

Message sent!

Building the GTM Enginefor a Category Leader.

Building the machinebefore running it

Prove Auth —end-to-end launch execution

Prove Identity Network —platform over product

Making Prove look likethe market leader it was

Let's build something great together.

Message sent!

Building the GTM Engine
for a Category Leader.

Building the machine
before running it

Prove Auth —
end-to-end launch execution

Prove Identity Network —
platform over product

Making Prove look like
the market leader it was