AMA: Adobe Head of Product Marketing, Advertising Cloud, Ryan Fleisch on Sales Enablement

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...

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 p...

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 ho...

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 ...

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, y...

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 you...

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 pipeli...

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 request...

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 re...

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 yo...

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 ins...

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...

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 an...

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 laun...

Great Our enablement decks follow this outline: Learning Objectives, Executive Summary/”Sales Play Made Simple”, Business Issues & Value, Key Personas, Key Messaging ...