AMA: Asana Director of Product Marketing, Emily Holman on Sales Enablement

One of the challenges of being a product marketer is that oftentimes we don't own a number, but are responsible for the success. When I think about sales enablement, ensuring you have tracking in place to look back and measure what is and is not working is crucial. For quantitative metrics, I track content usage like download rates and view counts, deal attachment where I can see which materials were used in specific opportunities, and conversion rates to understand if deals with enablement mate ...Read More

First, you need to you need to understand their goals, and how you can help them. I start by having one-on-one conversations with sales leaders to understand their specific challenges. I don’t use this time to pitch enablement, but to genuinely listen. Then I pilot solutions with willing early adopters. Maybe it's competitive intel for deals they're stuck on, or a simplified pitch deck that actually closes faster. I focus on quick wins that directly impact their pipeline. A rep who closes more d ...Read More

Finding the balance between keeping sales teams informed without overwhelming them is tough! The key is having multiple channels and content formats. For example, we do monthly product update trainings with three touch points. First, a newsletter with the feature name, ship date, one-sentence value prop, target audience, and pricing tier. Then a live training covering all features with Q&A. Finally, a resource hub with decks for everything we're shipping. Having multiple formats lets people ...Read More

Nothing is more frustrating than spending hours on enablement that sits unused. This is why testing and validating content with teams before rolling it out is a crucial step.  I start by working with a few field reps to get real-time feedback while building content. If it's customer-facing, I have them pitch it live and see how it flows. From there, I can see what adjustments need to be made. Once I know the content is high quality and resonating, I distribute to more teams. This feels like extr ...Read More

First, I would ensure you have foundational materials in place: a first call deck, competitive battlecards, discovery playbook, and demo flows. From there, I would focus on building out sales plays based on key personas. After you have the foundational elements, I would go to sales leads and ask where they're seeing challenges and what could help them win more deals. I would then use an Impact vs. Effort Matrix to prioritize additional enablement materials. From there I would focus on high impac ...Read More