AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Sales Enablement

Great question! Good instructional design is like the secret sauce that makes learning not only effective but also enjoyable. Picture this: you're crafting a recipe for the best chocolate chip cookies ever. You need the right balance of ingredients, the perfect baking time, and a pinch of love. Well, instructional design is a lot like that, minus the cookies (unfortunately). First off, you gotta know your audience. Just like you wouldn't make spicy curry for someone who can't handle the heat, you shouldn't design a lesson without understanding who you're teaching. Are they beginners, experts, or somewhere in between? What's their learning style? Get cozy with your audience, and you're on the right track. Next, let's talk about organization. Ever tried to find your favorite pair of socks in a messy drawer? Frustrating, right? Instructional design is all about structuring your content in a logical and easy-to-follow way. Start with a clear roadmap, break things down into bite-sized chunks, and sprinkle in some engaging visuals (the people love gifs and memes!) or examples. Think of it as setting up a smooth scavenger hunt for knowledge. Now, we can't forget about interaction. Imagine sitting through a three-hour lecture without a single chance to raise your hand or ask a question. Yawn, right? Good instructional design gets learners actively involved. It's like having a conversation with your audience – toss in discussions, quizzes (kazoo is a great tool), activities (break outs, role playing), or even a virtual high-five. Keep 'em engaged, and you'll keep 'em learning. Last but not least, feedback is your BFF. You know how you appreciate your friend telling you when you've got spinach in your teeth? Well, learners need that too, but for their brains. Constructive feedback helps them know what they're nailing and where they can improve. It's like having a personal coach cheering you on and guiding you toward victory. So, to sum it up, good instructional design is all about knowing your crowd, organizing like a pro, getting people involved, and providing helpful feedback. Mix those ingredients together, bake at a creative temperature, and voilà – you've whipped up a delicious, effective learning experience. Happy designing! 🎉

In Sales Enablement, your role is akin to a seasoned conductor guiding an orchestra. While offering invaluable expertise and tools, it's essential to strike a balance. Sales teams rely on your support and insights, yet they also bring their unique strengths to the table. Sales professionals are the frontline performers, akin to skilled soloists. They should autonomously refine their pitch, comprehend customer dynamics, and secure deals. Your mandate involves equipping them with the right resources, fine-tuning their efforts, and ensuring alignment with strategic objectives. Effective Sales Enablement pros like yourself need to empower the sales team while maintaining a strategic framework. Foster a symbiotic partnership, deliver targeted training and tools, and remain a steadfast resource for their endeavors. This collaboration cultivates optimal sales performance and attainment.

These are a few common areas to measure Sales Enablement efficacy: 1. Win Rates: Keep an eagle eye on how many deals your sales team is winning. An uptick suggests that your enablement efforts are hitting the mark. 2. Sales Velocity: Monitor the time it takes for a lead to convert into a closed deal. A decrease in this timeframe signals streamlined processes and effective enablement. 3. Revenue Growth: Track the growth in revenue over a specific period. Effective enablement should correlate with an increase in sales-generated revenue. 4. Deal Size: Are your sales reps consistently closing larger deals? This indicates that your enablement strategies are helping them capture higher-value opportunities. 5. Content Engagement: Analyze the engagement metrics of the content and tools you provide. Higher utilization suggests that your resources are valuable and being utilized effectively. 6. Onboarding Performance: Evaluate the ramp-up time for new sales hires. If it's decreasing, your onboarding and training efforts are likely paying off. 7. Feedback Loop: Regularly gather feedback from the sales team on the quality and usefulness of enablement resources. A positive feedback loop signifies alignment. 8. Adoption Rates: Measure how quickly your sales team adopts new tools and processes. Swift adoption implies that your enablement initiatives are resonating. 9. Sales Enablement ROI: Calculate the return on investment of your enablement efforts by comparing the cost of your programs to the revenue generated. 10. Alignment with Marketing: Assess how well your sales and marketing teams are aligned. Proper enablement should result in smoother collaboration and shared objectives. 11. Customer Satisfaction: Solicit feedback from customers who interacted with your sales team. High customer satisfaction (NPS for example) reflects effective communication and engagement. 12. Competitive Analysis: Monitor how well your sales team responds to competitive challenges. A well-enabled team should demonstrate improved competitive positioning. By focusing on these key metrics, you'll gain a clear picture of whether your Sales Enablement strategies are steering your team toward success.

When it comes to owning product documentation meant for users – such as help articles, knowledge base content, how-to guides, FAQs, and product videos – the responsibility typically falls within the realm of the product team. Specifically, this responsibility often lies with the Product Manager or a designated Product Documentation Specialist. Here's why: 1. Deep Understanding: The product team has an in-depth understanding of the product's features, functionalities, and user personas. This knowledge is crucial for creating accurate and effective user documentation. 2. Consistency: By centralizing ownership within the product team, you ensure a consistent and cohesive voice across all user-facing documentation. This consistency enhances the user experience and reinforces the brand. 3. User-Centric Approach: Product teams are driven by user needs and requirements. They can tailor documentation to address user pain points and provide solutions in a way that aligns with the product's value proposition. 4. Agile Iteration: As the product evolves, documentation needs to be updated accordingly. The product team is well-positioned to stay abreast of changes and iterate on documentation in tandem with product development. 5. Cross-Functional Collaboration: While the product team owns documentation, collaboration with other teams is crucial. Marketing, customer support, and design teams can provide valuable input, but the product team ensures that the documentation aligns with the product's vision and features. 6. User Empowerment: Product teams are vested in ensuring users derive maximum value from the product. Well-crafted documentation empowers users to effectively use the product, thus contributing to user satisfaction and retention. That said, effective collaboration between the product team and other relevant departments, such as marketing and customer support, is essential. While the product team owns the content creation and accuracy, input from these teams ensures a holistic and well-rounded approach to user documentation. Remember, the goal is to provide users with clear, concise, and easily accessible information that enhances their experience with the product. Ownership by the product team helps ensure that this goal is met effectively.

In my experience, successful enablement practices for assisting with product launches – whether they are for small, medium, or large products – revolve around a well-coordinated blend of preparation, communication, education, and support. Here are some key practices that have proven effective: 1. Early Cross-Functional Collaboration: Engage all relevant departments (product, marketing, sales, customer support, etc.) early in the planning process. This ensures everyone is aligned on messaging, features, and goals, setting the stage for a cohesive launch. 2. Comprehensive Product Training: Conduct thorough training sessions for your sales and customer support teams. Cover the product's features, benefits, use cases, and competitive differentiators. Hands-on experience can help them confidently convey the product's value to customers. 3. Sales Playbooks and Battlecards: Develop easy-to-follow playbooks and battlecards that outline key selling points, objections handling, and competitive insights. These resources provide quick references for sales reps during customer interactions. 4. Customer-Focused Content Creation: Create user-centric content such as help articles, FAQs, how-to guides, and video tutorials. Anticipate common user questions and challenges to provide proactive support. 5. Demo Preparation and Scripts: Prepare compelling product demos that highlight key features and demonstrate value. Provide sales reps with demo scripts that guide them through engaging and impactful presentations. 6. Launch Webinars or Workshops: Host webinars or workshops for internal teams to unveil the product and its features. Interactive sessions foster understanding and enthusiasm among teams. 7. Product Certification Programs: Implement certification programs for sales and customer support teams. These programs validate their knowledge and expertise in the product, boosting their confidence and credibility. 8. Internal Communication Channels: Establish dedicated communication channels (Slack channels, email updates, etc.) to disseminate timely information and updates about the product launch. 9. Feedback Loop: Encourage continuous feedback from the field. Sales reps and customer support can provide valuable insights on customer reactions, objections, and areas needing improvement. 10. Customer Success Enablement: Equip your customer success team with the tools and resources needed to guide customers post-launch. This includes onboarding materials, success plans, and best practice guides. 11. Post-Launch Analytics and Iteration: Monitor key metrics post-launch, such as adoption rates, customer feedback, and sales performance. Use these insights to refine your enablement strategy for future launches. 12. Executive Buy-In and Involvement: Secure support from company leadership. Their endorsement can amplify the launch's significance and motivate teams to align their efforts. Remember, the key to successful enablement is a proactive, collaborative, and well-rounded approach that focuses on empowering teams with the knowledge, tools, and resources they need to effectively promote and support the product. Adapt these practices to the scale and complexity of your product launch, and you'll be on the path to a successful rollout.

When planning sales training for a launch, the timeline can vary based on factors like the complexity of the product and the experience level of your sales team. However, a rough guideline is as follows: 1. Early Awareness (2-3 months before launch): Start introducing the upcoming product, its purpose, and its potential impact. This helps create anticipation and lays the groundwork for more in-depth training. 2. Product Knowledge (1-2 months before launch): Dive into the specifics of the product – features, benefits, use cases, and how it addresses customer pain points. This is when you build their foundational knowledge. 3. Skill Building (1 month before launch): Focus on developing sales skills related to the new product. This includes objection handling, value proposition communication, and effective demo techniques. 4. Practice and Refinement (2-3 weeks before launch): Give your sales team ample time to practice their pitches, conduct mock demos, and address any uncertainties. Fine-tune their approaches based on feedback. 5. Final Prep (1 week before launch): Conduct a comprehensive review of the product's details, messaging, and competitive differentiators. Ensure everyone is aligned and confident in their knowledge. Regarding validating sales competency, especially with a team of 12: 1. Assessments: Conduct regular assessments throughout the training process. These can be quizzes, tests, or scenario-based evaluations to measure their understanding and retention. 2. Role-Playing: Organize role-playing exercises where sales reps simulate customer interactions. This helps assess their ability to communicate value, address objections, and handle various situations. 3. Demo Presentations: Have each sales rep perform mock product demos. Evaluate their proficiency in showcasing features, benefits, and responding to potential customer queries. 4. Certification: Introduce a certification program where sales reps must demonstrate their mastery of the product knowledge, objection handling, and pitching techniques. 5. Peer Reviews: Encourage peer-to-peer feedback and reviews. Sales reps can learn from one another and offer constructive insights to enhance each other's pitches. 6. Manager Evaluation: Involve sales managers in the validation process. They can observe live interactions, provide feedback, and assess overall competency. 7. Customer Simulations: Create scenarios that emulate real customer interactions. Analyze how sales reps respond, address objections, and effectively communicate value. 8. Post-Launch Performance: Monitor the sales team's performance after the launch. Effective engagement, objection handling, and deal closures indicate their competency with the new product. By combining these validation methods, you can ensure that your sales team is competent and well-prepared to successfully launch and sell the new product. Adjust the timing and methods as needed based on your team's progress and the unique characteristics of your product.

Launching a significant sub-product, like an enterprise version of an existing product, requires a delicate balance between equipping your sales team with essential information and avoiding overwhelming them with excessive details. Here's a strategy to strike that balance effectively: 1. Start with the Big Picture: Begin by presenting the overarching value proposition and benefits of the new sub-product. Highlight how it aligns with the company's goals and addresses customer pain points. This sets the context and piques curiosity. 2. Focus on Key Differentiators: Identify the key features and differentiators that set the sub-product apart from the existing one. Highlight how these unique aspects directly address the needs and challenges of enterprise customers. 3. Targeted Training: Tailor training sessions to focus on the aspects most relevant to the enterprise version. Instead of covering every feature exhaustively, concentrate on those that align with enterprise requirements and concerns. 4. Use Case Scenarios: Provide real-world use case scenarios that demonstrate how the sub-product can solve complex enterprise challenges. This helps sales reps grasp its practical applications and benefits. 5. Sales Playbooks and Scripts: Develop concise sales playbooks and scripts that outline high-impact messaging, objection handling, and value propositions specific to the enterprise sub-product. These resources offer clear guidance without overwhelming details. We've started releasing "sales goodie bags" as part of our enablement kits which have been very well received. 6. Demo Segmentation: Structure product demonstrations to highlight key features that resonate with enterprise customers. Focus on showcasing capabilities that directly address their unique needs. 7. Modular Training Approach: Break down training into modular components, allowing sales reps to access detailed information as needed. This way, they can delve deeper into specific features when engaging with interested customers. 8. FAQs and Quick References: Create a repository of frequently asked questions (FAQs) and quick-reference guides. These resources offer instant access to answers without requiring deep dives into complex details. 9. Progressive Learning Path: Implement a progressive learning approach. Start with foundational training and gradually introduce more advanced topics as the launch date approaches. This prevents overwhelming the team with too much information at once. 10. Feedback Loop: Maintain an open feedback loop with your sales team. Encourage them to ask questions, express concerns, and provide input. Adjust your training approach based on their needs and feedback. 11. Post-Launch Support: Offer ongoing support post-launch, including regular check-ins, webinars, and Q&A sessions, dedicated slack channels, etc. This allows sales reps to deepen their understanding at their own pace. Remember, the goal is not to inundate your sales team with every detail, but to empower them with the right information and resources to effectively engage enterprise customers. Focus on the most impactful aspects, provide concise and targeted training, and create a supportive environment for continuous learning and improvement.

Measuring the success of your enablement program involves: * Sales Performance: Revenue growth, win rates. * Adoption: Adoption rate, usage data. * Training: Certification completion, training completion. * Sales Behavior: Activity metrics, engagement quality. * Feedback: Sales rep and customer feedback. * Competitive Analysis: Win-loss against competitors. * Time-to-Competency: Onboarding time. * Customer Success: Customer satisfaction. * Alignment: Sales and marketing alignment. * ROI: Cost vs. revenue generated. Regularly analyze these metrics for a comprehensive view of your program's impact on sales effectiveness and alignment with goals.

The roles of Product Marketing Management (PMM) and Sales Enablement often intersect, particularly during product launches. While they have distinct functions, they collaborate closely to ensure a successful launch and ongoing sales support. Here's a breakdown of their responsibilities, especially in relation to launches: Product Marketing Management (PMM): * PMM focuses on understanding the market, customers, and competition. They create the go-to-market strategy, positioning, messaging, and pricing for the product. * They conduct market research to identify target segments, customer needs, and competitive landscape. * PMMs develop marketing collateral, such as sales decks, product sheets, and launch materials, to communicate the product's value to both internal teams and external audiences. * Their work often begins before development and continues throughout the product lifecycle, ensuring the product stays relevant and competitive. * PMM's main goal is to drive demand, generate leads, and position the product for success in the market. Sales Enablement: * Sales Enablement focuses on equipping sales teams with the knowledge, tools, and resources they need to effectively sell products. * During launches, Sales Enablement ensures that sales reps are well-prepared to communicate the product's value and features to potential customers. * They develop training programs, playbooks, battlecards, and other resources to empower sales reps with the right information and strategies. * Sales Enablement may conduct training sessions, workshops, and role-playing exercises to improve sales skills and readiness. * Their main goal is to enhance sales effectiveness, improve close rates, and drive revenue growth through well-prepared and confident sales teams. Overlap and Collaboration: * The collaboration between PMM and Sales Enablement is crucial, especially during launches. * PMM provides the strategic direction, messaging, and positioning that Sales Enablement uses to create targeted training and materials. * PMM's market insights inform Sales Enablement about customer pain points, objections, and value propositions. * Sales Enablement takes PMM's messaging and refines it for sales pitches, demos, and customer interactions. * Both teams work together to ensure a seamless transition from marketing efforts to sales execution during a launch. In essence, PMM sets the strategic foundation and messaging for a product launch, while Sales Enablement operationalizes that strategy by preparing sales teams with the tools and skills needed to effectively engage customers and close deals. The collaboration between these two functions is essential for a successful launch and ongoing sales success.

After a 30-minute discovery call, a sales rep can keep the conversation moving by sharing: * Personalized recap email summarizing key points. * Case studies showcasing similar successes. * Customized solution overview targeting prospect's needs. * Product demo video highlighting relevant features. * Industry insights and reports. * ROI calculator for potential benefits. * Comparison guides against competitors. * Relevant blog posts on discussed topics. * Invitations to webinars or events. * FAQs and how-to guides. * Customer testimonials for credibility. * Request for prospect feedback.

Some common frustrations with sales playbooks I've seen over the years... 1. Lack of relevance. 2. Complexity and length. 3. Outdated information. 4. Disconnection from sales process. 5. Insufficient training. 6. Unengaging format. 7. No feedback loop. 8. Limited rep input. 9. Too much content. 10. Lack of interactivity. To address these, focus on concise, actionable, updated playbooks aligned with sales needs, involving reps in creation, and providing regular training and feedback.

Certain sales materials have proven to be consistently helpful in driving successful sales outcomes. Here are some effective sales materials that have shown their value: 1. Sales Playbooks: Comprehensive guides that provide sales reps with messaging, positioning, objection handling, and value propositions for different scenarios. 2. Case Studies: Real-world examples showcasing how your product or solution has solved challenges for similar customers, adding credibility and relatability. 3. Product Demo Videos: Visual demonstrations of your product in action, highlighting key features and benefits. These could be interactive or glossy and pre-recorded. 4. Competitive Battlecards: Concise summaries comparing your product with competitors, aiding reps in handling objections and highlighting differentiators. 5. ROI Calculators: Tools that help quantify the potential return on investment for customers using your product. 6. Customer Testimonials: First-hand accounts from satisfied customers that build trust and provide social proof.

This is a great question. I would start by deconstructing the enablement initiative in the following ways to justify support: 1. Assess product impact, demand, and revenue potential. 2. Address sales team needs and skill gaps. 3. Consider product complexity and competitive landscape. 4. Estimate ROI and revenue contribution. 5. Prioritize value proposition and messaging alignment. 6. Support new product launches strategically. 7. Seek sales team feedback for enablement needs. 8. Strive for balanced resource allocation. A launch tiering exercise could also dictate how much time is spent educating the team - thresholds for tiers 1-2 receive support while 3-4 (lower impact) do not.

In a sales department, Product Marketing Managers (PMMs) can cultivate several powerful relationships that are not at the executive level but have a significant impact on sales effectiveness and success. These relationships help bridge the gap between marketing and sales, ensuring alignment and driving better outcomes. Some of the most impactful relationships include: 1. Sales Managers and Team Leads: Building strong connections with sales managers and team leads allows PMMs to understand the day-to-day challenges faced by sales reps. Collaborating on sales enablement strategies, messaging, and addressing specific sales needs can lead to more effective support. 2. Sales Enablement Teams: Partnering closely with sales enablement teams ensures that training, resources, and tools are aligned with the sales team's requirements. PMMs can provide insights into product positioning and messaging for better enablement content. 3. Top-performing Sales Reps: Developing relationships with top-performing sales reps allows PMMs to learn from their insights and successes. These reps often have valuable feedback on messaging effectiveness, objections, and customer preferences. 4. BDRs and SDRs: Building rapport with Business Development Representatives (BDRs) and Sales Development Representatives (SDRs) ensures that lead generation efforts are aligned with product messaging and target audience needs. 5. Customer Support and Success Teams: Collaborating with customer support and customer success teams provides PMMs with valuable customer feedback and insights, which can be used to refine messaging, address pain points, and improve product positioning. 6. Solution Consultants or Engineers: Establishing a relationship with product specialists or engineers allows PMMs to gain deeper technical knowledge about the product. This helps in creating more accurate and compelling messaging.

In the context of marketing and sales, TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) assets refer to content pieces that target different stages of the buyer's journey. Here are some examples of successful assets for each stage: TOFU (Top of Funnel): 1. Blog Posts: Informative and engaging blog posts that address industry trends, challenges, and general topics of interest to attract and educate a broad audience. 2. Infographics: Visual representations of data or concepts that quickly convey valuable insights and capture the audience's attention. 3. Ebooks/Guides: In-depth resources that provide comprehensive information on a specific topic, offering value in exchange for contact information (lead generation). 4. Webinars: Interactive online seminars that showcase thought leadership, industry expertise, and insights into relevant subjects. 5. Social Media Posts: Engaging and shareable posts on platforms like LinkedIn, Twitter, and Facebook that spark interest and drive traffic. MOFU (Middle of Funnel): 1. Case Studies: Detailed accounts of how your product or service solved a specific problem for a customer, offering proof of concept and building credibility. 2. Whitepapers: In-depth research documents that dive into industry challenges, solutions, and trends, demonstrating thought leadership. 3. Video Tutorials: How-to videos or tutorials that showcase your product's features and benefits, guiding potential customers through specific use cases. 4. Comparison Guides: Detailed comparisons of your product with competitors, highlighting your unique value propositions and advantages. 5. Email Nurture Campaigns: Automated email sequences that provide valuable content and maintain engagement with leads over time. BOFU (Bottom of Funnel): 1. Product Demos: Interactive demonstrations that showcase your product's capabilities and address specific pain points for qualified leads. 2. Free Trials: Offering a limited-time free trial or demo version of your product to allow potential customers to experience its value firsthand. 3. Consultation Calls: Personalized calls with sales representatives to address specific questions, concerns, and customization needs. 4. ROI Calculators: Tools that help prospects quantify the potential return on investment from using your product or service. 5. Testimonials/Reviews: Authentic customer testimonials or reviews that provide social proof and demonstrate your product's success. 6. Limited-Time Offers: Special promotions or discounts designed to encourage decision-making and prompt a purchase. Remember that the effectiveness of these assets can vary based on your industry, target audience, and specific goals. Tailor your assets to resonate with your audience and guide them seamlessly through the buyer's journey.