Great question! Core things to keep in mind:
1. You will be selling to a committee, versus one person/one core contact
2. Due to that, you'll want to really understand the composite of that
committee: what are their roles, what are their pain points and objections.
Moving upmarket means coming...more
What's the best way to create a sales playbook that gets used by sales?
1. Take the time to understand their needs and paint points
2. Work with Sales leadership on a plan for rep adoption: align on the
resourcing, rollout, measurement, and expectations
3. Partner closely with reps and the sales enablement team (if there is a
focused one) to define and refine the c...more
I'm a one woman product marketing team in the crowded mobile analytics and attribution space. How can I better keep up with competitive analysis to arm my team with up to date competitive knowledge?
If you are one person it is all about ruthless prioritization. That is the one
thing that will make or break you and your efforts.
Through feedback from the team and from any data you might have, zero in on the
core competitors (and restrict that number based on your bandwidth) that are
How do you incentivize your sales team to use product messaging in their interactions with clients?
The best incentive is to show them the opportunities it will unlock for them.
Example: Let's say you are trying to shift reps from talking about single
products to a suite. There is resistance because they worry that will make it a
tougher sell since it's a bigger decision. What do you do?
How do you tackle creating a hierarchy of product marketing messaging? Do you do the work to discover top priorities by persona focusing on the end-user or buyer or another approach entirely?
I don't think of it as a hierarchy, but more of a messaging map that focuses on
the end audience (whether that is an exec or an end user) and their specific
One way to do that ladder is to break it down by differentiation/value and
audience. So what are the core pillars of your p...more
Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?
Independent technical writing team
Customer success / support
My answer depends on the content and size of the team. Ideally:
A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should
likely live with a technical writing team.
On product videos, that should ideally be a partnership between the product (and
product design team) and...more
How do you tell a multi-product story through sales collateral?
for example, how do you tie products to fit together instead of going to market with one product/one focus point?
This is a meaty question with answers that don't fit neatly in this rectangular
box, but will try!
First, make sure you are telling a story: Are you clear on who you are serving?
Are you clear on the pain points to be solved? What is the change in the world
that has caused those pains? How do ...more
What should product marketing's role be in your company's sales kickoff?
There should be involvement when it comes to alignment on the year's
go-to-market strategy and any refreshed or new product positioning.
Because it is the one opportunity to set the tone and focus of the year, product
marketing should view it as the time to rollout any new strategies (campaig...more
How do you prioritize sales enablement needs across different product lines?
Really good question and there are many ways to address this. The best way in my
opinion is to zoom out and look at it through the lens of the company's main
goals (usually revenue goals). Are those areas being served well?
Also, where are there the biggest knowledge gaps? You have to be care...more
How do you see ownership of sales enablement between product marketing and marketing? Do you have a go-to stack for sales enablement that you use for product releases? Any templates to share?
It really depends on the size of the marketing team and the level of
specialization across the teams: Are there channel/audience owners? Is there a
Solutions Marketing team? Product Marketing will always own the content and
foundational assets that need product subject matter expertise.
How do you make sure your sales enablement is not just a checklist of tactical activities but an actual strategically valuable program?
Easy: approach the effort strategically.
Be clear on the why, what, and how.
1. Start with the goals.
2. Get clear on the jobs to be done.
3. Ladder the tactics up to those.
4. Make sure the corresponding metrics/KPIs of 2 and 3 ladder up to 1
5. Communicate your sales enablement a...more
Which specific questions do you ask your sales reps when they request content?
For instance: which pain points would it address, what is the context for this request, how many prospects or customers would you share it with, what is the potential opportunity
It's really mainly two primary questions for reps when it comes to content
-What problem are they trying to solve?
-Who is the audience?
-What is the distribution and adoption plan?
...maybe a 4th, depending on the answers to the above, is if there are examples
they can point yo...more
What are your biggest challenges in enabling global sales teams, and how do you overcome them?
The important word in this question is "global"---the challenges of scaling
enablement efforts across the world are primarily across 3 buckets:
-language: scaling localization of core assets and training
-insights: scaling understanding of regional markets so that nuance informs the
How do you justify the amount of sales enablement support you put behind different products?
This is a similar question to another one so sharing the same answer :)
The best way in my opinion is to zoom out and look at it through the lens of
the company's main goals (usually revenue goals). Are those areas being served
well? And prioritize from there.
Also, where are there the bigg...more