Alissa Lydon

AMA: Dovetail Product Marketing Lead, Alissa Lydon on Sales Enablement

December 13 @ 11:00AM PST
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Dovetail Product Marketing Lead, Alissa Lydon on Sales Enablement
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
This depends on the needs of the sales team that I am working with. But no matter the type of content, what makes it useful for sales is how it can fit into their preferred ways of working. For example, let's say that you want to train the team on updated messaging. You probably have an in-dep......Read More
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
The first thing I would do is take the time to deeply understand what the biggest gaps are for the sales team, and what their immediate needs are. Enablement is such a broad program, and the last thing I want to do is waste cycles building things that the team won't find useful. Where are the qui......Read More
381 Views
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
Sales enablement content planning is a constant push and pull of what's coming from the inside-out (e.g. product launches) versus what's coming from outside-in (e.g. competitor updates). You must address both in your roadmap. Focusing too much on the inside-out will create tension with the sal......Read More
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
If there's one thing you want to avoid when developing and launching a new sales enablement program, it's rigidity. Too often, I see product marketers who are used to doing things a certain way. They have a framework that has worked in a past life or a playbook that was successful at another comp......Read More
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
The first thing to remember in situations like this is to lead with empathy. Sales is the toughest job in the business. It takes a lot of guts to be on the front lines of go-to-market - cold calling people who don't want to talk to them, pitching solutions to teams that are inherently skeptical, ......Read More
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
I've found that the best way to get sales excited about giving feedback on how messaging is resonating is two-fold: 1. Make it an ongoing ritual. Set aside regular time that is devoted purely to feedback. Don't wait for sales to take the initiative, and set the expectation that they sho......Read More
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How do you assess which sales enablement materials are the most effective?
As B2B product marketers we want to be able to identify which sales enablement assets (i.e. one pagers, pitch decks, etc) are the most impactful to guide future resoure investment decisions but oftentimes tracking of these materials can be challenging since it frequently requires manual tracking on the part of the sales team.
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
This is a real challenge, and I am curious to hear how other PMMs do this! My suggestion would be to take the onus off of sales in manually tracking how often they are using assets and how effective they are, and instead find ways to proactively get that feedback. One thing that I have done in......Read More
385 Views
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
I think the pillars of a great sales enablement program are: 1. Regular touchpoints - sales enablement is a never-ending program. So you must create rituals to show how important the program is and to create the habit where the sales team expects to engage with enablement regularly. ......Read More
393 Views
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadDecember 14
Let them do the talking! The longer you present slides, the more likely they are to tune out and not engage. There are a couple of different ways I like doing this: 1. Find a champion within the sales org to help present new information and build credibility. For example, if you want to tra......Read More
363 Views
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