Product Marketing
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TikTok

Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at TikTok, and how do you measure it?
Sales EnablementFollow ShiQi
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, Southeast Asia at TikTok
Its important that any activation you do is aligned with sales on goal to either drive revenue or grow product adoption (usually because there is evidence it works better for clients). In general if we do sales enablement there are 3 buckets to consider. Being tactical can also be part of buildin...more
Product MarketingSales EnablementFollow ShiQi
How do I measure sales enablement success?
Head of Product Marketing, Southeast Asia at TikTok
I think there's a similar question above on measuring KPIs. Please refer to it. But essentially I'll look at 2 parts  1. Whether sales has received the information * Attendance rates, Tests/Quizzes to capture main points, engagement rates during the training, feedback post the training and ...more
Sales EnablementFollow ShiQi
For a product marketer who only spends a portion of their time working on sales enablement with little face-to-face time with sales, what's the best way to get buy in from a large sales team?
Head of Product Marketing, Southeast Asia at TikTok
Getting buy in is an exercise on understanding who to influence and what to do to influence them. A couple of things I think about are  * How do I align the sales enablement plan with sales leads to get a commitment on either revenue, adoption or being the executive sponsor for what you plan...more
MessagingSales EnablementFollow ShiQi
How do you ensure your entire sales team gets the messaging?
Head of Product Marketing, Southeast Asia at TikTok
This is a tough one. I work mainly on Southeast Asia which is made up of multiple regions and languages. With minimal resourcing, we tend to do a large online training once a week with the intention to reach as many sales folks as person.  * We then try to get feedback from the team or the sale...more
Sales EnablementFollow ShiQi
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?
Head of Product Marketing, Southeast Asia at TikTok
I believe we should be working closely with marketing teams to amplify all the internal work to an external facing audience. This can be in the form of pitch decks, one pagers, workshopts etc that externalizes the content and message we are trying to launch to market. For Go-to stack of sales e...more
Sales EnablementProduct LaunchesFollow ShiQi
How far in advance do you perform sales training so that the sales force is competent by the launch date? We have a sales team of 12. How do you validate sales competency?
Head of Product Marketing, Southeast Asia at TikTok
This depends when the product is being launched. Its hard to be competent if they have not “sold” the product. So usually 1-2 weeks ahead of large product launches. This also gives us time to collect questions, ensure we are answering as many FAQs as possible and preparing proper objection handli...more
Product MarketingSales EnablementFollow ShiQi
Which KPIs do you typically use to track sales enablement success?
Head of Product Marketing, Southeast Asia at TikTok
I’ll break this down into 2 parts even though this might be simplified after all sales enablement likely will have multiple parts depending on importance of product. * Whether sales has received the information * Attendance rates, Tests/Quizzes to capture main points, engagement rates ...more
Sales EnablementFollow ShiQi
How do product marketers work with sales enablement people? What are the roles and responsibilities?
Head of Product Marketing, Southeast Asia at TikTok
Here’s how I see both roles coming together  * Both: Either can bring up if there’s a topic of interest either from sales or there is a specific product activation/training need * Sales enablement – Expertise is to ensure curriculum design and also project managing the entire process...more
Product MarketingFollow Alexa
How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?
PMO at TikTok
1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important?  2. Based on the answer above, product marketing can flex towards supporting product vs....more
People ManagementProduct MarketingFollow Alexa
Product Marketing is often a very flat team, with very little hierarchy (except at larger companies) how do you prepare yourself to become a Director and manage a team, without any experience managing anyone previously?
PMO at TikTok
My first piece of advice: Talk to your direct manager about this and make it known that a) you're interested in becoming a manager b) you'd appreciate any professional development they can provide in this area. The reason I call this out to start is because it's not always clear or obvious to man...more