AMA: Eventbrite Head of Creator Marketplace Product Marketing, Yify Zhang on Sales Enablement
December 13 @ 9:00AM PST
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Eventbrite Head of Creator Marketplace Product Marketing, Yify Zhang on Sales Enablement
Top Questions
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
Measuring sales enablement effectiveness requires a combination of business metrics and internal metrics. Ultimately, you need to ensure that enablement is making an impact in Sales teams' ability to win deals and retain customers, while making sure that the process to do so is efficient and effe......Read More
878 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
I would map out the customer journey and identify stages where either there are leakage in leads, or the conversion process is not as efficient as it can be. To do this, I would listen to recorded sales calls if they're available, or ask to sit in on a few calls. Ensure that the calls cover a var......Read More
912 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
Measuring sales enablement effectiveness requires a combination of business metrics and internal metrics. Ultimately, you need to ensure that enablement is making an impact in Sales teams' ability to win deals and retain customers, while making sure that the process to do so is efficient and effe......Read More
889 Views
1 request
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
Ultimately, prioritization should be based on business outcomes. One-sheets on a feature could be just as impactful on win rate as a pitch deck, if it's an unmet need that customers care deeply about and is currently not offered by other competitors. I would ensure that you're clear on the impact......Read More
891 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
Internal surveys are a good way to crowdsource feedback quickly. You can set one up quickly and share it in your company's chat forum, or send it to your sales team's list serv. Once your collateral is ready, I would limit the sources of feedback more strategically, so that you're not overwhel......Read More
883 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
* I would prioritize based on business outcomes. Across the various product lines with sales enablement needs, which one is the most impactful in terms of getting customers to choose you as their provider? * Are there also ways that you can combine the various product lines into theme......Read More
871 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
The most effective way is through a combination of live trainings, async video shares, and regular check-ins with select sales individuals (and or sales leaders) to gather any feedback about what's working well versus not. Also, enablement materials should evolve. There needs to be a structure t......Read More
868 Views
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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.
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
* Collect insights through customer research. Research should be done regularly to get feedback from prospects or existing customers to find out what their needs are, and how to best position yourself during each point in their discovery journey (sales being a touchpoint in that journey......Read More
909 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
* Gamify the session as much as possible - ask questions to recap each part of the session, and reward points * Make it really clear at the start of session what's in it for the sales person. You're here to help them succeed. And that it's in their best interest to be fully present so......Read More
924 Views
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Yify Zhang
Eventbrite Global Head of Marketplace Marketing • December 13
* Gamify your enablement trainings, whether during trainings or over chat forums like Slack or Google Meet. Ask questions that reinforce the most important takeaways from an enablement training, and reward those who answer correctly with points. * Familiarize yourself with Sales teams......Read More
874 Views
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