AMA: Braze Director of Product Marketing, John Heywood on Sales Enablement
June 24 @ 9:00AM PT
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
While I'm not a Sales Enablement professional, I've been fortunate to have opportunities to move laterally in my career. I started in Sales (Account Management), then mov...
624 Views
1 request
How do you get Sales up to speed when they aren't self-motivated learners?
ie when a new Salesperson joins, and needs to hit the ground running, but does not commit to self-learning.
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
This can be tricky, and the exact approach you take will depend on your organization and underlying issues. To start, I'd first want to understand why the Sales team is n...
605 Views
1 request
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
As I wrote in a different answer, Revenue and Sales Enablement can be a double edged sword. On one hand, Enablement is a critically important and effective channel to sca...
890 Views
1 request
How to enable sales team who are not organized by verticals on vertical content?
Vertical agnostic sales teams are stretched too thin when it comes to focusing on multiple verticals. Delivering multiple industry positioning sessions has a low ROI. How to improve this?
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
My advice here is to start with horizontal product functionality, as well as messaging/positioning that is similar across verticals. Use this a foundation upon which you ...
3215 Views
1 request
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
This depends on what it is you have to say, who you are saying it to, and how easy (or complex) you expect it will be for your audience to understand and put the informat...
609 Views
1 request
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
Boiling this question down, the single core asset that underpins successful Sales Enablement is most often the Pitch Deck / customer-facing slides.To be clear, the key as...
602 Views
2 requests
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
While it's true that product launch velocity and Sales adoption/knowledge/fluency can at times feel at odds with one another, it doesn't have to be this way. Yes, Sales ...
15806 Views
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
I've been fortunate in that I haven't found myself in a situation where GTM teams are taking credit for my work, though I can imagine that if that's happening, it could b...
693 Views
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
It's hard to identify a single thing that will solve your Sales team's needs, but if I must pick, I'll go with Case Studies -- or other Customer Marketing/Customer Advoca...
715 Views
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
Great question - and one that I think about daily!While I engage each team a bit differently, I still think of Sales and Sales Engineering (or Solutions Consultants) as p...
639 Views
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
The answer to this question in some ways depends on what your goals are. Are you looking to:Solicit participation in a Beta or Early Access Program?Are you trying to recr...
628 Views
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Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
I would not frame this as "either/or," as you'll be best served by engaging both Sales Leadership and subsets of your sales org. Ultimately, how and when you engage each ...
621 Views
2 requests