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AMA: Klaviyo Director of Product Marketing, Katie Gerard on Sales Enablement
May 12 @ 10:00AM PST
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Klaviyo Director of Product Marketing, Katie Gerard on Sales Enablement
Top Questions
What do you take into consideration when getting requests to create "leave behinds" and/or "one pagers" for a variety of different aspects for your company?
I'm starting to build our competitive program here at Percolate and I am personally questioning the need for creating a unique sales asset for each competitor.
Katie Gerard
Workhuman Head of Product Marketing • May 12
It depends on where these requests are coming from! I'm always cautious with competitor specific one pagers because it's so easy for these to get back to the competitor. I've personally seen slides our competitors have made about us and this is a) legally risky b) detrimental to any partnership y......Read More
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Katie Gerard
Workhuman Head of Product Marketing • May 12
Demo scrips and pitch decks can be very difficult to land, especially if you're dealing with a generally successful sales org which may be less open to change. It's super important that you get alignment with Sales so they don't just look at your deliverables as just a "marketing" thing and ignor......Read More
335 Views
2 requests
Katie Gerard
Workhuman Head of Product Marketing • May 12
It depends on how radically different your Enterprise solution actually is and how unfamiliar it will feel to Sales. Something else to consider, is this a new tier or a totally new product? Often your Enterprise solution isn't radically different from your Standard product, especially at laun......Read More
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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?
Katie Gerard
Workhuman Head of Product Marketing • May 12
I'd watch some recorded sales rep calls to form my own opinion on what's going on. I'd also follow up with the rep to get their perspective on challenges. Once you've diagnosed the problem, there's a few steps you can take: * Is the rep nailing your talk track but the customer just isn't convin......Read More
308 Views
1 request
Katie Gerard
Workhuman Head of Product Marketing • May 12
It sounds like you may be cannibalizing yourself with overlapping product offerings. If customers are happy to use your cheaper product, it means the value of your enterprise package isn't crystal clear. I'd go back to the value prop on this one, what does your enterprise package offer the custom......Read More
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Katie Gerard
Workhuman Head of Product Marketing • May 12
I actually have a Competitive Intel PMM on my team who works on some of these materials. It can be helpful to use a CI tool if you have budget for this. At Klaviyo, we also have a Creative team that helps out with customer facing work but you can totally create this type of material on your own w......Read More
431 Views
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Katie Gerard
Workhuman Head of Product Marketing • May 12
The best way to get a handle on the success rate of your enablement program is to evaluate it both quantitatively and qualitatively. On the quant side, it's helpful to do some regular sales surveys around satisfaction, whether that's quarterly or after every launch. On a scale of 1-10, how confid......Read More
933 Views
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