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AMA: Coupa Software Former Director, Product Marketing, Charlene Wang on Sales Enablement
April 7 @ 10:00AM PST
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Coupa Software Former Director, Product Marketing, Charlene Wang on Sales Enablement
Top Questions
Charlene Wang
Qualia VP of Marketing • April 7
There's two parts to keeping all the above content up to date, including content creation and content delivery: * Content Creation: This is all about capacity planning of the Product Marketing team on the capacity of the team to update content vs. the amount of content that needs to be up......Read More
1666 Views
4 requests
Charlene Wang
Qualia VP of Marketing • April 7
Great competitive analysis comes from access to the right information, meaningful insights into the data, and addressing the needs of sales in real-time. From an information access perspective, it's important to find the right sources of information first and to do this efficiently. This shou......Read More
783 Views
2 requests
Charlene Wang
Qualia VP of Marketing • April 7
The answer to this question will depend to an extent on the type of people that you have on the Product Marketing and SDR teams. That said, in general, Product Marketing owns the messaging and positioning and will be more familiar with what's going to stand out compared to other solutions or subs......Read More
600 Views
2 requests
Charlene Wang
Qualia VP of Marketing • April 7
Sales enablement success should ultimately drive sales success, including the size & number of deals closed won and win rates. Leading sales enablement indicators of sales success include adoption of content, sales feedback, and feedback from prospects/customers as part of win/loss analysis. In p......Read More
1057 Views
1 request
Charlene Wang
Qualia VP of Marketing • April 7
Different companies will define product marketing and sales ops / sales enablement in different ways. The distinction tends to run along a spectrum where on the one hand, Product Marketing will lead the creation of content that focuses on market positioning and differentiation, and on the other h......Read More
1973 Views
3 requests
Charlene Wang
Qualia VP of Marketing • April 7
I always start with the outcome that matters to the company then back out what needs to happen to drive that outcome. For example, if we need to launch a product that drives XYZ in revenue over the first year, I will try to back out how much pipeline is needed and what kinds of win rates need to ......Read More
587 Views
1 request
Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?
Product Marketing
Product Management
Independent technical writing team
Customer success / support
Charlene Wang
Qualia VP of Marketing • April 7
Product documentation can be owned by several teams, most commonly split between a documentation team, product marketing, and product management. Who manages each piece of content depends on the primary function of that content: * Documentation Team: This team is dedicated to educating customer......Read More
614 Views
4 requests
How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
Would love to get your perspective on generating excitement around your new product, vs. continuous enablement on the core capabilities of your solutions
Charlene Wang
Qualia VP of Marketing • April 7
In this case, you would first want to enable your sales teams on the new persona, including what this persona generally "looks like", relevant pain points, and other information to help sales successfully reach these personas. You will have more a heavy lift in educating sales on how to successfu......Read More
920 Views
3 requests
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