AMA: Intercom Group Product Marketing Manager, Christine Sotelo-Dag on Sales Enablement
November 23 @ 10:00AM PST
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Intercom Group Product Marketing Manager, Christine Sotelo-Dag on Sales Enablement
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
The best demo's i've seen in my experience we're not super scripted but rather were adapted to the buyer/prospects needs. In an ideal scenario the discover and first calls have helped set the stage well ahead of a rep jumping into a demo. This means a rep has the information required to start on ......Read More
440 Views
4 requests
If your messaging isn't landing, how do you know if it's because it needs to be reworked or because sales has poor delivery?
If it's because your sales reps have poor delivery, should you rework your messaging anyways, or rework training and enablement?
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
I often see marketing spending a lot of time understanding the customer - doing customer research, and interviews, but completely bypassing understanding sales and their interaction with customers. Sitting in, and/or listening to recorded calls can really help inform - not only if your messagin......Read More
477 Views
3 requests
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
This is a great question. A sales enablement roadmap is very much like a product roadmap. There are many different inputs into what we prioritize over time, and how that gets decided - and although there will always be a push towards highest impact projects, the reality is those can often be labo......Read More
402 Views
5 requests
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
The most common mistake I see is PMM / Sales enablement positioned as a reactive team that is creating content and collateral for sales without a clear understanding of what problem (within the sales cycle) it is solving for, and how it will be measured for impact. This can lead to endless cont......Read More
423 Views
4 requests
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
A few things we've evolved over the years as we've trained sales teams for launches. Rather than leaning on broad sales trainings that include the entire sales org, we've tried smaller trainings for specific regions or teams that are tailored specifically to what is most important to them. We'......Read More
537 Views
3 requests
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
In my experience the shift from Product selling to Platform selling has meant that we've had to update the buyer personas we sell too, or at least expand them. It has meant we're no longer selling to a single buyer, but rather a buying committee - so sales has to be equipped with knowing who the ......Read More
439 Views
2 requests
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
I think if messaging is done right, the incentive lies in buyer comprehension and ultimately more closed opportunites. Great messaging means understanding the buyer and their pain points and being able to speak to those pain points with the value propositions of your product. This type of value ......Read More
440 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.
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
Sales should absolutely have a seat at the table. It might take awhile to cultivate this relationship, and it will need to start at the foundational level (ie. not - please review this content we've created). Start setting up time to meet with different leaders and sales folks outside of launch p......Read More
562 Views
1 request
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
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
I've seen this handled differently across different organizations, and I'm not sure there is one single correct way. Currently, at Intercom, our Support organizatoin owns our help-articles, and our knowledge base and we have a Marketing team focused on customer education, that can bridge the supp......Read More
767 Views
3 requests
What are the most powerful, non-executive, relationships in sales departments a PMM can create?
When it comes to PMM core duties, typically who are the best partners in the sales org, who has the knowledge and the customer touch points to really help PMMs win?
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • November 23
Where I've found the most valuable bi-lateral relationships within the Sales org (outside of sales leadership) has been with teams that have access to data that can help my team inform where we can lean in more to help sales. These are sales ops type teams that have an eye on the sales funnel, an......Read More
518 Views
1 request
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