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

Some of the best marketing ideas for content come from the sales team.

For instance, it's easy to jerry-rig performance to a one-sheeter that was sent in the course of a deal, but I'm having trouble finding ways to measure performance for intangible efforts that improve sales performance but isn't easily attributable to revenue.

Eg: How do you structure it? I can imagine some standard sections such as Competition, Market Problem but are there standard "must haves" section that have worked well.

for example, how do you tie products to fit together instead of going to market with one product/one focus point?

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.

I'm a product marketer who has never had to work with sales before because I've always worked for low-cost B2C SaaS companies that have a short marketing funnel without handholding needed for sales. I'm currently working with an early-stage client that is just starting to put together marketing materials and email flows.