Madeline Ng

AMA: Google Head of Marketing, Google Maps Platform, Madeline Ng on Sales Enablement

April 26 @ 10:00AM PST
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Google Head of Marketing, Google Maps Platform, Madeline Ng on Sales Enablement
Top Questions
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
First, I think you shouldn't expect 100% wholesale usage of the sales enablement materials you create. Sales enablement materials are meant to create a solid foundation for reps to use but, ultimately, every prospect and customer requires some level of customization so expect adaptation.  Ther......Read More
1145 Views
2 requests
When should a company start thinking about creating a separate sales enablement function?
Sales Enablement is now seen as a new functional area in many organizations separate from Product Marketing.
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
Sales enablement is a function that helps scale learning within an organization. I've seen sales enablement focus on topics as broad as:  * Market/competitive intelligence * Sales skills development * Deal structure * Product or solution launches * Sales compensation * and more As with an......Read More
779 Views
3 requests
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
There's no quick answer here, but I'd consider the following factors when deciding how far in advance to enable the sales team. I would also caveat that this is less about how far in advance you train and more about how much repetition you offer to the sales team to learn about the thing.  1. H......Read More
727 Views
2 requests
How do we get Sales more involved pre-launch to better the odds of our launch success?
We have a lot of stakeholders involved during our launch process. Sales is the most important, yet the least involved pre-launch.
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
I love that you've already identified that sales is one of the most important stakeholders in your launch process. It's true - having sales involvement early in the product development cycle (ideally well before launch) is critical to stress-testing the value of the product, clarifying its benefi......Read More
1177 Views
1 request
How do you measure the contribution of Product Marketing to the growth result?
Oftentimes, PMM does not directly execute the campaign but rather provides a foundation or collaterals for sales and marketing to use. How do we calculate our percentage of contribution to the final results?
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
In well run marketing teams, the metrics for the business are assessed holistically instead of piecemeal among each marketing function.  The contribution of Product Marketing to a growth result is setting up the strategic positioning, messaging, and core assets that can be used by your demand ......Read More
2334 Views
4 requests
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
In my personal ideal launch world, PMM would develop the core messaging, positioning, and Bill of Materials that would then be handed to Sales Enablement to transform into compelling trainings. PMM may end up guest starring in some trainings as presenters, and Sales Enablement would be a critical......Read More
2509 Views
2 requests
How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
Would love to get your perspective on generating excitement around your new product, vs. continuous enablement on the core capabilities of your solutions
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps PlatformApril 27
If your sales team is like any sales team I've been privileged enough to work with, your team is full of highly savvy individuals who know what needs to get done to hit their numbers.  As a result, anything you want your sale team to sell must first be sold to them as a way that they can, in t......Read More
859 Views
1 request
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