AMA: Ethos Head of Marketing, B2B, Aneri Shah on Sales Enablement

Every PMM has experienced the issue of creating sales enablement materials, sending them "into the void", and not knowing how/where they're being used or if the sales team is adequately trained on them. A few tactical tips that I've used: Create a predictable rhythm: Don't just drop your launches into the ether and wait for Sales to pick them up. Have a GTM plan focused on Sales as an audience. How will they learn about the new launch? Do they know exactly where to find materials? Where and to w ...Read More

Build relationships: The easiest and most straightforward way to get added to these calls is by having strong relationships with the folks hosting the calls. Invest in getting to know your Sales team - spend time with them at the office, attend their offsites/social events, make sure they know who you are and what you're here to do. Demonstrate a tangible value add: When you first start, show Sales what you can concretely add to a call. It could be as simple as taking notes for them, or more com ...Read More

Manage sales requests like a product roadmap: Create a spreadsheet or log of requests, and then try to size them. How many people asked for them, how significant/detailed are the topics, what would the impact on revenue be, what do existing materials on this topic look like? And similarly, what's the other work you could be using that time to invest in that would generate better results for the company? Use those inputs to create a prioritized roadmap that you can get buy-in on from Sales leader ...Read More

Keep it simple, stupid. This is where many folks tend to overengineer in an unnecessary way. I find the following to work great, and have used this at both startups and Fortune 100 companies: Use Zoom to deliver live trainings: You can figure out how to get the right group size for these trainings by segmenting them by team, region, vertical etc. Post a recording of trainings & materials: Make sure these are easy to access for folks who can't attend live by sharing to a wiki, or posting in a ...Read More