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Yify Zhang

AMA: Eventbrite Head of Creator Marketplace Product Marketing, Yify Zhang on Sales Enablement

December 13, 2023 @ 9:00AM PT

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  1. What strategies help you reinforce your enablement efforts, so Sales fully comprehends and leverages what you are training them on?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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' current capabilities - strengths / weaknesses by listening to recent calls with customers. Then, share live examples of ways they could have improved the conversation by using the strategies you are training them on. ...Read More

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  2. What are some ways to measure whether Sales is properly enabled?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 effective. Business metrics should be mostly include ratios, not just the absolute number of deals or revenue. Classic metrics include - win rate, renewal rate Time to close deals Sales team readiness feedba ...Read More

    1,969 Views
    1 request

  3. How do you measure sales enablement success?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 effective. Business metrics should be mostly include ratios, not just the absolute number of deals or revenue. Classic metrics include - win rate, renewal rate Time to close deals Sales team readiness feedba ...Read More

    944 Views
    1 request

  4. 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
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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). You can also ask them to evaluate the various types of materials and give feedback on which ones are compelling in their decision journey Set up any new enablement materials as a test - with clear metrics to meas ...Read More

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  5. How do you get sales people more engaged and paying attention during enablement sessions?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 that they get the most out of the session Lastly but most importantly, make sure your content is actually engaging. You can do this by getting feedback from sales leaders before the session, and a few sales people you ...Read More

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    2 requests

  6. Where would you start if Sales Enablement was new for a company?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 variety of customer types. Then, I would identify priority stages in the journey where enablement would be most helpful. Then, you can identify the assets or processes that could make the biggest difference ...Read More

    994 Views
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  7. How do you balance sales enablement needs that you KNOW will move the needle (persona training, objection response, pitch deck) vs sales enablement requests that are transactional (e.g. "one-sheet" on a feature or internal policy)

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 each asset can have, then assess through that lens.

    1,077 Views
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  8. What is a scalable process to get ideas from your sales team on sales collateral?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 overwhelmed with too many voices. Having a clear DACI structure (driver, approver, contributor, informed) can help you ensure that you don't have more than one approver on any given collateral. And are sourcing fee ...Read More

    932 Views
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  9. How do you prioritize sales enablement needs across different product lines?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    • 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 themes of value props, so that your enablement assets are speaking to a need customers have, as opposed to single features. This also allows you to tie together needs across different product lines.

    933 Views
    1 request

  10. What is the most successful way you've seen marketing teams launch sales enablement material with sales teams?

    Yify Zhang
    Yify Zhang

    Eventbrite Global Head of Marketplace Marketing • 2y

    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 to regularly assess the effectiveness of enablement materials (through sales teams' feedback, as well as through customer research).

    925 Views
    1 request