Katie Gerard

AMA: Klaviyo Director of Product Marketing, Katie Gerard on Sales Enablement

May 12 @ 10:00am PST

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Sales Enablement With Katie Gerard, Product Marketing Lead at Klaviyo Already a member? Sign In
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
Product Marketing Lead at Klaviyo
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...more
When launching a significant sub-product (e.g. an enterprise version of an existing product) how do you strike the right balance of enabling your sales team without bombarding them with dizzying details?
Katie Gerard
Product Marketing Lead at Klaviyo
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...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?
Katie Gerard
Product Marketing Lead at Klaviyo
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...more
Our lower priced offerings seem to be the biggest competitors of our enterprise packages. What sales enablement activities and content help your sales reps sell your high priced packages?
Katie Gerard
Product Marketing Lead at Klaviyo
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...more
How do you tell the difference between (a) your messaging needs to be reworked vs. (b) your sales reps have poor delivery? And if the answer is (b), how do you decide whether the answer is to rework the messaging or rework the training/enablement?
Katie Gerard
Product Marketing Lead at Klaviyo
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...more
How do you measure the success of your enablement program?
Katie Gerard
Product Marketing Lead at Klaviyo
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...more
What do you do for external-facing competitive assets? That is, assets (PDF, slide, etc.) that a sales rep can share with a prosect or customer to compare or differentiate their product from a competitor?
Katie Gerard
Product Marketing Lead at Klaviyo
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...more