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How do you facilitate cross-functional collaboration between sales and demand gen when launching new products or entering new markets?

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3 Answers
Sales / Demand Gen Alignment Stakeholder Management
  1. Ami Denman
    Ami Denman

    Atlassian Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • 1y

     At a high level: Joint planning: including market landscape analysis, Ideal Customer Profile alignment, customer journey mapping, potential campaign brainstorming, resource planning and success metrics Operational alignment: lead scoring criteria, campaign calendars, dashboards, content library (enablement & marketing assets) Enablement & training:  Holding sessions for both Demand Gen and Sales to learn about product/markets from Product marketing. Creating a Launch Playbook with messa ...Read More

    2,098 Views
  2. Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • Jun 10

    Always be planning together. That means frequent meetings and a shared doc where everyone has a chance to give their input and sign off, including executive leadership. The right time to be challenging assumptions and messaging is in the planning stage, not when it's already live. Everyone should be encouraged to participate in a written format so you can avoid the loudest voice in the room winning all the time. 
    358 Views
  3. Jeff Jewett
    Jeff Jewett

    OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2mo

    My role in a new product launch or market entry is to plug demand gen into PMM and enablement's process early rather than run a parallel one. PMM owns positioning, enablement owns sales readiness, and demand gen's job is to build programs that put the right message in front of the right buyers. The mistake is launching campaigns before sales knows how to handle the conversations they generate. In practice that means: Getting into PMM's launch planning early to align on target audience and messag ...Read More

    382 Views

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