AMA: Ironclad VP of Product Marketing, Ambika Aggarwal on Sales Enablement

Start with your sales team’s pain points and your buyer’s decision process. Some of the most effective case studies and content my teams and I have built came from riding along on sales calls, sales meetings and hearing, “I wish I had a story or asset for this” An Ideal process would look like the following: Use deal intelligence: Look at where deals stall and what questions prospects ask. That guides whether you need a case study, business value case, competitive de-positioning, or specific sal ...Read More

PMM should absolutely own the narrative around the roadmap: what’s coming, why it matters, and how it connects to buyer/customer pain. But that narrative is crafted in partnership with product, and tailored for external consumption. The goal is not to explain every feature—it’s to help GTM teams sell the future vision with confidence and clarity. We typically deliver a roadmap enablement that includes: Customer-facing roadmap deck: Designed for AEs and CSMs to present in prospect or QBR conversa ...Read More

It’s an extremely close partnership but there are some clear roles and responsibilities between PMM & Sales Enablement: Typically Product Marketing owns: Messaging, positioning, persona insights, product narrative, competitive intel, product launch enablement Revenue/Sales Enablement: Training infrastructure, onboarding, LMS tools, reinforcement programs, certifications. In mature orgs, I’ve found success setting up PMM to Enablement handoff processes. For example, for a launch PMM would pac ...Read More

Start with What Moves Revenue Focus on work that will short term and long term unblock deals, accelerate pipeline, or support new revenue plays. Prioritize work by aligning with the business on the following: Where are reps getting stuck? What segments or products are strategic bets this quarter? What’s needed to enable those? Use a Prioritization Framework: Impact on revenue Efforts to Produce You'll want to tackle the high impact, low effort items first (quick wins) while working on the longer ...Read More

There's a number of ways to do this, and with AI it's become even easier to get buyer insights at scale. 1. Tap into Gong/Chorus call summaries Use Gong's "AI Briefs" to set up specific AI summaries for calls 2. Partner with enablement to create a "Sales or GTM Council" Nominate a few trusted AEs, SEs, and CSMs to be your frontline partners. These are your go-to people for quick insight pulses. 3. Leverage enablement or RevOps partners Ask them to include a “top 3 themes from the field” in a rec ...Read More