AMA: Amazon Product Marketing at Fire TV (Smart TVs), Amey Kanade on Sales Enablement

In our team, we do weekly, monthly, and quarterly sales updates with marketing, GTM, product, BD, and others. Since sales is a key driver of company success, we focus on the following: 1. Sales Performance: We review how many products were sold versus our targets (e.g. Vs forecast, Vs last year, Vs last month, last 4 week average etc) and track trends (positive or negative). e.g. "Last week we sold X units which was Y% Vs our weekly goals" 2. Headwinds/Tailwinds: We analyze what factors contributed to our success or challenges, and how leadership can support. 3. Channel Performance: We highlight where sales are coming from across different channels and identify areas to optimize or scale. 4. Proactive Solutions: For negative trends, we discuss actions to mitigate them, and for positive trends, how we can amplify success. Sales reps value clear metrics on sales numbers, target tracking, and actionable insights. Broad, non-specific metrics resonate less.

Throughout my career, working closely with sales teams has been key to driving successful product launches and building stronger customer relationships. Here are a few best practices I’ve found effective: 1. Open Communication: Establish regular, open dialogues with the sales team. Ask them directly what messaging has resonated with clients and what hasn’t. Sales teams are on the front lines, so they (should) offer invaluable insights into how the product is perceived in real time. This helps you refine positioning based on actual client feedback, rather than just assumptions. I would ask for anecdotes and numbers both. 2. Leverage Sales Metrics: Ask sales to share key metrics they use to track client engagement—such as how many clients are reading your materials, watching demos, how long they are spending on these resources, and their frequency of engagement. Understanding these metrics helps you gauge whether the current approach is working and where adjustments are needed. 3. Quantify the Impact: Always ask the sales team to quantify the impact of marketing collateral you are helping them with. For instance, how has recent messaging or product updates improved customer engagement, and can they measure this in terms of deal velocity or conversion rates? This gives a clear understanding of what's moving the needle and where you need to double down or pivot. 4. Collaborate on Solutions: Approach problem-solving as a team. If there are issues with customer messaging or product features not aligning with client needs, work together to iterate and improve. This shared ownership fosters trust and alignment, which boosts overall performance.

We reinforce our sales enablement training regularly, but the cadence is closely tied to the nature of our customers and the type of collateral being used. In fast-paced industries like retail, where consumer preferences and trends shift quickly, fatigue sets in rapidly. To stay effective, we update our sales assets—such as visuals, product details, and messaging—on a monthly or quarterly basis. This ensures we're always in tune with current trends and can engage customers with fresh, relevant content. On the other hand, in industries like technology or manufacturing, such as the chip industry, the pace of change is slower. A whitepaper or technical guide can remain valuable for months, as it addresses long-term needs and isn't as dependent on immediate trends. The key is understanding how often your audience needs new information and adapting your enablement training accordingly, so the sales team always has the most relevant tools to drive results.

The top 3 must-have sales enablement collateral depend on the customer and the customer's preferred channels. In a B2B scenario, for example, whitepapers or case studies that demonstrate ROI and industry events for networking may be key. For B2C, it’s about being present where the customer is—engaging them through platforms like YouTube or social media to build brand familiarity and trust. Ultimately, sales enablement isn't just about collateral; it’s about being strategic with your presence.