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AMA: Adobe Head of Product Marketing, Advertising Cloud, Ryan Fleisch
on Sales Enablement
June 23 @ 10:00am PST

View AMA Answers

Sales Enablement With Ryan Fleisch, Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Top Questions
How do you make sure your sales enablement is not just a checklist of tactical activities but an actual strategically valuable program?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Great question – let’s tackle it from two angles: the strategic approach and then the content within it. 1) Strategic Approach: For this side of the equation, let’s all pretend we are the sellers for a second, and that the actual account executives are our clients. If we want to “sell” them our...more
How do you measure ROI of sales enablement?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
This is a tricky one because ultimately you want everything to tie back to revenue (usually in the form of new versus growth versus retention), but you can never fully hold PMM accountable for those top-line numbers since there are so many other forces at play. This is why you need a set of secon...more
How do you draw the line between sales enablement that product marketing is responsible for vs. sales ops?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
This somewhat depends on the resources your company has on each of those teams. If you have a full sales ops team then partner with them to understand win/loss and pipeline health. What you’re looking for is how much you’re winning/losing, why you’re winning/losing, who you’re winning/losing agai...more
How do I measure sales enablement success?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
I’m going to answer this question the same way I answered, “How do you measure ROI of sales enablement?” because ultimately success should be ROI in some form. Here’s my response again:  Ultimately you want everything to tie back to revenue (usually in the form of new versus growth versus reten...more
Many sales team members don't realize (or are concerned with) the importance of their interactions with prospects as a source for product and messaging insights. What do you do to encourage enthusiastic communication on what they're learning in the field?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Great question – I’d recommend 3 things to ensure you’re getting insights from the field: 1) Create a slack channel devoted to this so people have one place to submit insights from their client meetings (especially competitive insights), 2) conduct at least 1 client meeting ride-along per month. ...more
How do you incentivize your sales team to use product messaging in their interactions with clients?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Two things to consider here: if they are resisting your product messaging, it may be worth asking yourself if it’s the right messaging to being with. Then consider how you’re framing the messaging to the sales teams based on who they are talking with. Let’s look at both of those. To evaluate if...more
How do you balance sales enablement needs that you KNOW will move the needle (persona training, objection response, pitch deck) vs sales enablement requests that are transactional (e.g. "one-sheet" on a feature or internal policy)
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Here’s how we’ve tackled this: first, set the expectation that the role of marketing is one-to-many and the role of sales is one-to-one. This will shield you from requests like “can we get a one-sheet focused on X” because you can then ask/vet if it’s truly a need of “many” or if it’s originating...more
What are your biggest challenges in enabling global sales teams, and how do you overcome them?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Regarding enabling sales teams in general, please check out some of the other answers I’ve posted here in this AMA, but specifically for the global aspect, here’s my take: there’s a good chance that a lot of your program and material will apply globally, and you might even think you don’t need to...more
Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?
Eg: How do you structure it? I can imagine some standard sections such as Competition, Market Problem but are there standard "must haves" section that have worked well.
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Great Our enablement decks follow this outline: Learning Objectives, Executive Summary/”Sales Play Made Simple”, Business Issues & Value, Key Personas, Key Messaging and Product Capabilities, Competitive Overview, Deal Examples, Customer Success Stories, Crawl/Walk/Run Sales Strategy, and Additio...more
How do you plan out what sales enablement content you'll make any one quarter? How much of this is driven by sales versus product marketing?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
It should be collaborative and I would somewhat divide and conquer by you setting up the enablement you know will be needed based on your PMM roadmap such as product launches and other new collateral (comp intel, pitch decks, research reports, etc…), and by sales leaders coming to the table with ...more
What's the best way to ensure that sales uses the sales enablement content that marketing creates...even if there WAS collaboration on the content?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
First, create content that’s in line with what you know they will use. I mentioned in one of my other answers here that oy need to understand their selling methodology and ensure the content aligns with it. If they use Demo2Win then know your content needs to follow a Tell-Show-Tell framework aro...more
How do you develop a sales enablement roadmap?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Your sales enablement roadmap should be one piece of your larger PMM roadmap. If you can flight out upcoming product launches, new research reports that will be launching, etc… then you can tie an enablement approach and cadence to each of these. Aside from new enablement, it’s good to monitor an...more
If you were implementing a B2B Marketing and Sales Enablement program, what are the first 5 assets you would create?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
First, divide your efforts into “sales plays” (or depending on your company’s terminology they might be “sales motions” or “use cases”). Sales plays should each have a revenue target attached to them, and collectively, the revenue across all your sales plays should total the entire new business r...more
My company commissioned a research report with a 3rd party (HBR), and wants to "go big" with promotion and activation in the market. Have you done this before with success? What was your strategy in terms of Sales Enablement?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Exciting! Build a three-prong strategy around how you’re going to directly promote it, how you’re going to get the industry to promote it, and how you’re going to get your client-facing teams to promote it. 1) Direct: showcase it our webpage and make it a gated asset so you can collect leads fr...more
What do you do for external-facing competitive assets? That is, assets (PDF, slide, etc.) that a sales rep can share with a prosect or customer to compare or differentiate their product from a competitor?
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
This is certainly a divisive topic. One school of thought is what I call “the Pepsi challenge” approach. That is, if you’re #2, you always mention #1, but if you’re #1, you never mention #2 (you don’t hear Coke bringing Pepsi into their ads, right?). While philosophically that might be the right ...more
Ask Ryan About
  • Building materials that resonates with sales