AMA: Dovetail Product Marketing Lead, Alissa Lydon on Sales Enablement
December 13 @ 11:00AM PT
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👋 Alissa Lydon
Hi all, I'm Alissa Lydon, VP of Marketing @ Actively AI:
• 👋 Based in: SF Bay Area
• 🧠 Top of mind: How AI is changing the marketing craft.
• 💬 Ask me about: What book I'm reading now.
• 🍦 Fun fact: I won a gold medal playing softball for Team USA!
• 👋 Based in: SF Bay Area
• 🧠 Top of mind: How AI is changing the marketing craft.
• 💬 Ask me about: What book I'm reading now.
• 🍦 Fun fact: I won a gold medal playing softball for Team USA!
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
I think the pillars of a great sales enablement program are: Regular touchpoints - sales enablement is a never-ending program. So you must create rituals to show how imp...
977 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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 doi...
414 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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: Find...
433 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
I've found that the best way to get sales excited about giving feedback on how messaging is resonating is two-fold:Make it an ongoing ritual. Set aside regular time that ...
399 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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 preferr...
535 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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...
398 Views
1 request
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.
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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 us...
564 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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. comp...
457 Views
1 request
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
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 br...
443 Views
1 request