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Kelly Xu

AMA: Glean Head of Industry Marketing, Kelly Xu on Sales Enablement

June 25, 2025 @ 9:00AM PT

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  1. How do you ensure alignment between product marketing and sales teams in terms of sales enablement?

    Kelly Xu
    Kelly Xu

    Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y

    Visibility on both sides is key. What are the key changes on the sales team in terms of territory planning, sales tools/methodology/process, leadership priorities; as well as what product marketing is working on in terms of new launches, personas, industries, competitors or market segments to go after. Then the team can align on a sales enablement calendar with agreed upon topics. 

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  2. How do you manage sales asks for collateral with what’s really useful for the company?

    Kelly Xu
    Kelly Xu

    Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y

    I start with asking for more context: who is the collateral for, who are the target personas/accounts and sales stages they are in. Oftentimes we have something already that sellers may not be aware of, other times the collateral already exists, but in a different format than what the sellers prefer, such as a blog vs a one pager. If there’s good justification that a different format is needed, we can create a new collateral and think about other places this asset might be useful. Such as a one ...Read More

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  3. You're looking to enter into a new vertical or go upmarket. What are the musts in terms of a successful sales enablement strategy in your experience?

    Kelly Xu
    Kelly Xu

    Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y

    In the enablement, be clear on who this is for. Maybe not every seller needs to be “certified” on every new market or vertical. Engage with the sales teams who have those accounts in their territory and make sure the content is useful for them. Research their current level of understanding of a particular market and the sales stages to make sure the enablement is hitting the mark. Do they need more help with prospecting messaging for outreach and target persona 101? Or do they need more bottom o ...Read More

    1,372 Views
    1 request

  4. What are the essential pieces of sales enablement content that every company should have, and how do you measure their effectiveness?

    Kelly Xu
    Kelly Xu

    Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y

    Instead of “pieces”, I recommend approaching this as “topic areas”. The specific format can vary from a one pager, to battlecard, to messaging doc to slideware or a landing page on your sales enablement platform. The topics include industry landscape, target personas, pain points, value prop and how can your product help, proof points, additional technical & marketing resources, competitive analysis, etc.  In my experience, if an enablement is effective, you will hear the feedback right away ...Read More

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    2 requests