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Sahil Sethi

AMA: BetterUp Senior Vice President, Product Marketing, Sahil Sethi on Building a Product Marketing Team

February 14 @ 10:00AM PST
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BetterUp Senior Vice President, Product Marketing, Sahil Sethi on Building a Product Marketing Team
Top Questions
For a Product Marketer with mostly regional product experience, what are the best transferrable skills/experiences to stress when applying to a global Product Marketing team.
Often for Global Product Marketing roles, having prior "global" experience is a stated requirement.
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
Such a good question. Part of the reason that “global” experience is a stated requirement is because most regional marketing roles are tactical and execution oriented in nature. In fact, most SaaS companies don’t even have a concept of regional PMMs - marketers in regions are mostly either focuse......Read More
583 Views
1 request
When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
My ideal PMM team is split on both dimensions. There are vertical PMMs who are aligned by product/segment/audience. Then there are ‘horizontal’ PMMs who lead launches, CI, enablement, campaigns, etc. supporting all products and audiences In reality, you may not have the resources to build this......Read More
516 Views
1 request
How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
The best business case to grow the PMM team, or any team for that matter, is to highlight how the team is going to tackle the biggest challenges that the business is facing. This has always been true but is particularly true in the macro environment we are in So, ask what the business challeng......Read More
596 Views
1 request
Describe the best PMM team you've been part of, and what aspects made it stand out from the rest. What are some things we could actively employ to our own teams to make it the best PMM team they've been part of?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
I’ve been lucky to have been part of amazing PMM teams at Microsoft, CTP, Qualtrics, Klaviyo and new Betterup. Hard to draw comparisons but my favorite PMM team was during my early years at Microsoft when I was an individual contributor Here are some reasons that made it special, which you can......Read More
571 Views
2 requests
What are the key things (traits, skills, experience) you prioritize / look for when hiring? How can we best assess during the interview process? Are there any specific questions you like to ask or things to look out for?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
Every PMM role is unique and comes with its own demands on skills, experience and cultural traits. However, I expect any PMM to be good at, (or have aptitude for) three core skills * Ability to answer three questions well "What, Why, How" for any product , for any audience (Positioning and ......Read More
666 Views
1 request
How does your PMM team work with Demand Gen? Who drives ideas for campaigns?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
TLDR In the large majority of B2B SaaS companies, PMM owns messaging/positioning for products/solutions and demand-gen/performance marketing owns the deployment of that messaging appropriately into acquisition channels like paid social, paid search, web, webinars, events etc.  Campaign idea......Read More
949 Views
1 request
How can you allot more time to strategy and larger picture items when you're leading a smaller PMM team (less than 3 total ppl)?
Leading a smaller PMM team means you're still in the weeds many times and it can get difficult to make time for strategical thinking—topics that need to be discussed and brought up with leadership. Any tips on how to balance that?
Sahil Sethi
Sahil Sethi
BetterUp Former Senior Vice President, Product Marketing • February 15
This is such a good question. I get it. Everything is moving fast. There just isn’t enough time to discuss strategy. But if you don’t discuss strategy, you run the risk of not doing the right thing. Worse - you may be disconnected from the company and leadership priorities - which often change in......Read More
639 Views
1 request