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AMA: InVision Senior Director of Product Marketing, Lizzie Yarbrough de Cantor on Sales Enablement
October 28 @ 10:00am PST

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Sales Enablement With Lizzie Yarbrough de Cantor, Senior Director of Product Marketing at InVision
Top Questions
How do you balance sales enablement needs that you KNOW will move the needle (persona training, objection response, pitch deck) vs sales enablement requests that are transactional (e.g. "one-sheet" on a feature or internal policy)
Senior Director of Product Marketing at InVision
This feels like the ultimate question for this topic!! Balancing strategic vs. reactional requests coming out of sales is a tough dance. I typically stay away from promising things like a one-sheet or any request that is so specific it will not scale or have a long shelf life. My approach is to t...more
What should product marketing's role be in your company's sales kickoff?
Senior Director of Product Marketing at InVision
That really depends on the focus of the event. In my experience, product marketing and sales enablement typically run about a 50/50 split on content sharing. The last few days of our kick-off are often deep in sales training or process updates which typically don’t involve product marketing. Wha...more
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?
Senior Director of Product Marketing at InVision
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? I imagine this is specific to each organization, but for me it’s all about identifying your power players within sales and customer...more
How often do you meet with the sales team?
Senior Director of Product Marketing at InVision
I have a couple of weekly touchpoints with my sales team. We hold a weekly pipeline review where all of marketing and sales leadership sit together and review the state of our pipeline and try to get ahead of any major problems before it’s too late. This is typically a sales-driven meeting, but i...more
Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?
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.
Senior Director of Product Marketing at InVision
I do think this is highly dependent on the type of product you are taking to market, but here are some go-tos I use. 1. Keep it simple: Make sure you focus any training decks in the simplest, most customer centric language. It’s often easy to use technical terminology and/or internal ac...more
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?
Senior Director of Product Marketing at InVision
This is a topic I am super passionate about at the moment. We are going through a lot of this with my current team. It can be so easy to find yourself launching and communicating to your customer in the way your product team is organized instead of how that customer experiences your products. Als...more
When and how do you prioritize partner enablement?
Senior Director of Product Marketing at InVision
This is a great question. If you are referring to a strapped product marketing team, I think dedicated resources for areas like partner enablement and competitive intelligence are a pretty big luxury. If you have the ability to hire someone specific for partner or channel strategy, then go for t...more
What tips do you have for creating effective sales demo scripts - ones that both convey the key info about your product while still being something sales will actually use?
Senior Director of Product Marketing at InVision
This one ties back up to the question about good sales partnerships. :) I think the best way to create successful scripts is to do so in partnership with your pre-sales team. They have more knowledge of what is going on in a buyer’s head during each stage of your sales process. Hopefully, this m...more