Sean Lauer

About Sean Lauer

I’m a B2B SaaS marketing executive with 15+ years building GTM engines that drive predictable revenue growth. I specialize in the full stack: positioning and messaging, demand generation, pipeline growth, product marketing, sales enablement, and team leadership, with a track record of doing it across both sales-led and hybrid PLG motions.At Instruqt, I built a sales-led marketing engine from scratch that delivered 35% YoY ARR growth, 122% NRR, and a 92% reduction in cost per lead. I later took on full product ownership as VP Product, running both functions simultaneously across a technical enterprise SaaS platform.Before that, I was the first PMM at Mural and built the product marketing function through one of the fastest growth runs in B2B SaaS, scaling from Series A to $100M+ ARR, growing the team from 1 to 12, and supporting a 10× increase in ARR across PLG and enterprise sales-led motions.I’ve spent my career at the intersection of product, revenue, and market, helping companies find the right ICP, sharpen their story, and build the systems that turn that story into pipeline and revenue.I’m also genuinely curious about what AI means for how marketing teams work. I spend a lot of time experimenting with AI tools across research, content, competitive intelligence, and GTM workflows, trying to figure out where the real leverage is and how the job of a modern marketing leader needs to evolve alongside these tools.Core expertise: B2B SaaS · GTM strategy · product marketing · positioning and messaging · demand generation · ABM · sales enablement · pipeline growth · land-and-expand · PLG · pricing and packaging · category strategy · enterprise marketing · technical marketing · team building · revenue operations · AI marketing tools

Experience

1. VP of Marketing

   Instruqt

   Jan 2026 — Present

   Joined during a period of inconsistent growth and unclear ICP. Built a sales-led GTM engine from the ground up, then took on full product ownership — running marketing and product as dual full-time roles across a technical enterprise SaaS platform. • Built and led a sales-led, land-and-expand GTM motion that drove 35% YoY ARR growth, 122% NRR, and 94% logo retention in the first fully staffed year • Re-architected the revenue funnel: 92% reduction in cost per lead, 276% YoY lead growth, and 3× improvement in MQL→SQL conversion • Increased opportunity creation 31% with one-third the prior headcount; reduced CAC payback by 63% to under 1.0 • Hired a GTM Engineer to replace a traditional BDR model, automating outbound workflows and building AI-powered GTM processes that improved SQL quality and sales alignmen • Landed the company’s first $1M+ ARR customer and transitioned the business from pay-as-you-go to prepaid ARR • Led ICP refinement across a $750M SAM, rewrote all core messaging, and delivered a full website overhaul • Appointed VP Product in 2024 — owned roadmap, hired PM, implemented dual-track discovery and delivery model

Education

• University of Virginia

  BS, Marketing and Management

• University of Virginia Darden School of Business

  MBA, Concentrations in Consumer Marketing & Corporate Innovation

  2011 — 2013

• Parsons School of Design - The New School

  AAS, Graphic Design

Skills

• Product Management
• Innovation Consulting
• Creative Direction
• Trend Spotting
• Customer Insight
• Design Thinking
• Marketing
• Microsoft Office
• Photography
• Brand Development
• Content Development
• Digital Marketing
• Graphic Design
• Account Management
• Merchandising
• Direct Marketing
• Quantitative Research
• Insight Generation
• Creative Strategy
• Leadership
• Graphics
• Strategy
• New Business Development
• Qualitative Research
• Project Management
• Digital Media
• Integrated Marketing
• Ideation
• Corporate Branding
• Adobe Creative Suite
• Brand Management
• Cross-Functional Team Leadership
• Packaging
• Marketing Strategy
• Social Media
• Trend Analysis
• Idea Generation
• Advertising
• Business Model Innovation
• Business Strategy