TikTok

TikTok Overview
Website: tiktok.com
Employees: 2890
Headquarters: Los Angeles, CA
About
TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012 by Zhang Yiming.
Insights from the TikTok Product Marketing Team
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 building up the strategy around the program.  * Large Product Launch – Being clear what the product is, why we’re launching it and how will this be beneficial for clients. How can you also amplify this messaging with cross-functional stakeholders. As mentioned earlier, we work very closely with ...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 % of sales force trained 2. Whether sales has activated post the training which might take longer * Adoption of product/recommendation  * Revenue growth attributed to the product  * No. of clients pitch to * Higher win-rates
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 to do * Will this plan be in line with their goals; if its not, how do I frame it in a way that best meets them?  * Will the sales enablement training address concerns/questions from sales (and by extension the client) so that it is a good use of time.  * During an early testing phase, ...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 sales leads to see where are the gaps and what do we need to tweak * If necessary, we will conduct local market office hours or specific training sessions targeting to individual markets.  * We also try to enable our partners on the client solutions team to help be an extension of us so we do...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 enablement, we have a tiering system to prioritize how big the sales enablement will be  * P0: Full training, commdocs, one pagers, pitch decks and dashboard trackers if necessary  * P1: Happens in a smaller meeting (ie: product update meetings), commdocs  * P2: Announced in groups (or other c...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 handling for the sales teams. Also we know it will take more than 1 training session to build up knowledge and capability. So repeating and doing follow up office hours or sharing snippets of wins from fellow sales will always be helpful to build confidence. When it comes to sales competency, there are a...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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 during the training, feedback post the training and % of sales force trained * Whether sales has activated post the training which might take longer * Adoption of product/recommendation  * Revenue growth attributed to the product  * No. of clients pitch to * Higher w...
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia, TikTokDecember 9
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; They tend to have a broader view on what other trainings are happening and are invaluable to ensure that our teams are not overtrained. * Product marketers – Working on the content and bringing it to live for the teams taking the training. They tend to have specific expertise on a ...
Alexa Scordato
Alexa Scordato
PMO, TikTokAugust 13
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. sales. I like asking each functional leader what their top 3 needs are and actually exposing that list. Sometimes you get a pleasant surprise afterwards and both functions will actually request the same or relevant requests. For example, a sales team might want better messaging or training with reg...
Alexa Scordato
Alexa Scordato
PMO, TikTokAugust 13
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 managers that a team member wants this for him or herself (I've managed PMMs who want to stay individual contributors or move laterally into product management roles). I also know that there are a ton of managers who aren't proactive about having career developement conversations with their direct repo...
TikTok Product Marketing Leaders
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia
Alexa Scordato
Alexa Scordato
PMO
Feng Hong
Feng Hong
Global Product Marketing Manager