AMA: Intercom Group Product Marketing Manager, Christine Sotelo-Dag on Sales Enablement
November 23 @ 10:00AM PT
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Close Head of Product Marketing • 4y
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 t...
466 Views
2 requests
Close Head of Product Marketing • 4y
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...
833 Views
3 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.
Close Head of Product Marketing • 4y
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 - plea...
688 Views
1 request
Close Head of Product Marketing • 4y
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 mea...
518 Views
2 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?
Close Head of Product Marketing • 4y
I often see marketing spending a lot of time understanding the customer - doing customer research, and interviews, but completely bypassing understanding sales and their ...
544 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?
Close Head of Product Marketing • 4y
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 ...
545 Views
1 request
Close Head of Product Marketing • 4y
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 ...
431 Views
5 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
Close Head of Product Marketing • 4y
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...
923 Views
3 requests
Close Head of Product Marketing • 4y
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 w...
474 Views
4 requests
Close Head of Product Marketing • 4y
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 call...
489 Views
4 requests