Sharebird
Sign Up / Sign In
Ask me anything
AMA Page
Rekha Srivatsan

AMA: Salesforce VP of Product Marketing, Rekha Srivatsan on SMB Product Marketing

July 27 @ 10:00AM PST
View AMA Answers
Salesforce VP of Product Marketing, Rekha Srivatsan on SMB Product Marketing
Top Questions
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 27
You have all the right line items! In addition, I'd recommend: * Focus groups for messaging/positioning/pricing & packaging: I'm a huge fan of getting feedback from prospects and customers on any new changes. This helps to have impactful content.  * Video editor/agency: Having a 3rd part......Read More
1816 Views
1 request
How do you structure your Product Marketing team?
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 27
My team is responsible for product messaging & positioning for Salesforce's core solutions for small businesses across our high-growth industries and customer & community marketing initiatives. On my team:  * One PMM per key Salesforce solution for SMBs  * One PMM leading our high-growth SMB I......Read More
1554 Views
1 request
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 28
Welcome to the PMM world! ;) My approach to this would be:  * Take a closer look at the particular job responsibilities. If the job responsibilities are heavy on content creation, I'd include samples of the content you've created in your marketing portfolio.  * In addition, include a var......Read More
13064 Views
3 requests
It seems like people in product marketing come from all different departments, yet it can be hard to interview & make that functional transfer breaking into product marketing. What tips would you share with someone who is looking to breaking into product marketing?
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 28
You are already one step ahead about narrowing down your next move to product marketing - congratulations!  1. Product marketing roles and responsibilities are different with every company. I'd encourage you to start talking to your target company PMMs and your current company PMMs to g......Read More
909 Views
1 request
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest: As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks. For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies. I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 27
Sorry, that didn't work out! Here's how I would approach this assignment:  * Study Certain's website to understand their current product messaging and positioning. And make sure your draft is different from this but not drastically different.  * Play closer attention to their customer st......Read More
4355 Views
1 request
What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 28
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs ......Read More
927 Views
7 requests
What does a product marketing team do differently when targeting SMB buyers vs enterprise buyers?
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 27
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy.  * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs......Read More
1166 Views
4 requests
I've been working as Project Manager for Marketing Operations for almost 3 years now,I want to break into Product Marketing Management,is it possible, and if so how can a pivot and what skill sets from my current career translate well within the role
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product Marketing • July 28
Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often handling multiple cross-functional projects at the same time. Here's what I would do:  * Shadow PMMs in your organization to u......Read More
897 Views
2 requests