AMA: HubSpot former Sr. Director, Product Marketing, Mary Margaret on Sales Enablement
March 11 @ 10:00AM PT
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Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
Really good question and there are many ways to address this. The best way in my opinion is to zoom out and look at it through the lens of the company's main goals (usual...
932 Views
2 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
This is a similar question to another one so sharing the same answer :) The best way in my opinion is to zoom out and look at it through the lens of the company's main...
866 Views
2 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
The best incentive is to show them the opportunities it will unlock for them. Example: Let's say you are trying to shift reps from talking about single products to a su...
1660 Views
3 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
The important word in this question is "global"---the challenges of scaling enablement efforts across the world are primarily across 3 buckets: -language: scaling locali...
1261 Views
1 request
What sales enablement changes do we need to make as we shift focus from selling to SMB and mid-market to selling to enterprise?
Our sales team is used to selling to SMB and mid-market.
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
Great question! Core things to keep in mind: 1. You will be selling to a committee, versus one person/one core contact 2. Due to that, you'll want to really understand t...
4827 Views
4 requests
Which specific questions do you ask your sales reps when they request content?
For instance: which pain points would it address, what is the context for this request, how many prospects or customers would you share it with, what is the potential opportunity
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
It's really mainly two primary questions for reps when it comes to content requests: -What problem are they trying to solve? -Who is the audience? -What is the distrib...
1392 Views
1 request
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
There should be involvement when it comes to alignment on the year's go-to-market strategy and any refreshed or new product positioning. Because it is the one opportuni...
1668 Views
2 requests
How do you tell a multi-product story through sales collateral?
for example, how do you tie products to fit together instead of going to market with one product/one focus point?
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
This is a meaty question with answers that don't fit neatly in this rectangular box, but will try! First, make sure you are telling a story: Are you clear on who you are...
2661 Views
2 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
If you are one person it is all about ruthless prioritization. That is the one thing that will make or break you and your efforts. Through feedback from the team and fr...
3017 Views
3 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
Easy: approach the effort strategically. Be clear on the why, what, and how. 1. Start with the goals. 2. Get clear on the jobs to be done. 3. Ladder the tactics up ...
1461 Views
1 request
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
It really depends on the size of the marketing team and the level of specialization across the teams: Are there channel/audience owners? Is there a Solutions Marketing te...
1199 Views
2 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
1. Take the time to understand their needs and paint points 2. Work with Sales leadership on a plan for rep adoption: align on the resourcing, rollout, measurement, and e...
2797 Views
3 requests
Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?
Product Marketing
Product Management
Independent technical writing team
Customer success / support
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
My answer depends on the content and size of the team. Ideally: A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should likely live with a technic...
2602 Views
2 requests
Grafana Head of Solutions Marketing | Formerly HubSpot • 5y
I don't think of it as a hierarchy, but more of a messaging map that focuses on the end audience (whether that is an exec or an end user) and their specific pain points. ...
3799 Views
2 requests