AMA: HubSpot Principal Marketing Manager - Product GTM & Enablement, Justin Graci on Sales Enablement

This is probably pretty standard for most companies, but these sales materials have been the most used: One pagers / data sheets (product overviews, use cases, etc.) Pitch decks that reps can customize and/or leverage 'templated slides' for easy 'drag and drop' presentation building when prepping for a meeting Quick hit videos -- these are usually short product demo or use case clips they can share Beyond the well known ones above, we've seen reps finding a ton of value in higher value things li ...Read More

Here are a few tips for ensuring your sales team leverages the content you create:  Make sure the content can easily be found. Have a central, go-to place that reps can find all your content. This can be a 3rd party platform such as Highspot, Seismic, or Allbound. Or it can be a more simple Airtable/Spreadsheet that has proper filtering if you're on a budget. Of course with a platform you'll get data/insights into what's working, what's not, so I recommend a platform vs spreadsheet.  Keep the co ...Read More

This is always a difficult one. Sometimes it can be easier to solve with technology, while other times it's a bit more difficult to track/measure. With technology: You can track which content is being sent out/used You can track how many reps are 'customizing' a deck in their workspace etc. However, the issue with this is that you might see a pitch deck you worked hard on isn't being used at all. In that case, you need to evalutate whether its an adoption issue or a quality issue (ie. not the ri ...Read More

I've learned that the best way to solve this sort of problem is to stop spoon feeding them every time. Yes, once at first is fine, but if this is one particular sales person every single time, then don't give them the direct link to what they needed and instead tell them where to find it and let them find it on their own. Here is what that looks like: Sales Rep: Hey marketer/enablement lead, do you know if we have any one pagers about X? Marketer: Hey there, yes I believe we do have what you're ...Read More

Sounds like you've entered a fun career path! Prior to working at HubSpot, I worked at a startup/scaleup and learned a ton about being scrappy. I might need a bit more context on exactly what type of support you mean, but if I can read between the lines a bit, I'll do my best to provide a few tips. It sounds like you're doing two things... 1) creating content sales can use and 2) creating nurture email flows to support sales. So let me break that into two sections Creating sales content: I'd rec ...Read More

Great question. I suggest all marketers to collaborate with their sales team. At my previous company, marketers were required to shadow a certain number of sales calls per month. This was a great way for us to understand their process, hear what prospects are saying, and align what we're doing. In terms of engaging Sales for input, here is what I'd suggest: Find a core group of sales reps who will be your champions. For us, we identified a group of around 5 reps in the segment we were focused on ...Read More

Identify use cases where both products come together to compliment one another or build a better solution together. Another way to approach it is by identifying products that share similar/same personas. As an example, we have a Marketing product and a CMS product. Those two products go together well, because oftentimes marketers are not only in charge of their campaigns, but also the website. We also know that for a marketer to build a proper digital experience / buying experience for their cus ...Read More

This depends on how your organization is structured and what responsibities you define for Product Marketing. Sometimes product marketing plays a big role in enablement, while at other companies they just provide the messaging/value props/etc that enablement then uses as a framework for their enablement. But generally, product marketing focuses on: Product positioning Value props Feature naming Pricing and packaging Talk tracks Overview of what a product is and why it matters Core assets, such a ...Read More

Our product marketing team meets with the sales team fairly regularly. We have a few formats: Monthly 'sales feedback panel' meeting Monthly marketing/sales showcase townhall (where marketing walks through the latest/greatest assets and how to use them) 1:1 or 1:few meetings whenever kicking off a new asset or campaign to gather sales rep feedback and input to help guide the direction And beyond those, our leaders meet with sales leaders regularly to align on strategic priorities for the busines ...Read More

This question would likely require more details/specifics for me to answer fully, but I'll do my best!  If you organize your sales team by market segment, then you could focus the enterprise product details on your enterprise segment reps, while the broader set of reps focus on the existing product offering. If you have one sales team that covers all segments, then you'll need to find more of a balance. And with that, I'd make sure you don't over compensate on the new enterprise offering right o ...Read More

Great question. When it comes to measuring objection handling: Leverage a conversation intelligence tool such as Gong, where you can report on keywords within sales calls and attribute those conversations to deal pipelines. For training: The best way to measure impact of a training is to run 'workshops' in addition to a training such as an eLearning. For example... I'd recommend reps taking an eLearning that walks through the 'what and the why' and then organize a workshop where they put it to p ...Read More