AMA: Meta Product Marketing Lead, Facebook for Business & Commerce, Alex Lobert on Sales Enablement

To assess the performance of sales enablement materials, I recommend using a mix of feedback and usage data. Feedback. Regularly gather feedback from the sales team through surveys or interviews about the usefulness, relevance, and user-friendliness of the materials. This type of direct feedback can highlight what’s working and what’s not. This approach also allows you to target feedback from critical sales representatives / customer segments. Usage Data: Leverage analytics tools to track how of ...Read More

To create your sales enablement roadmap identify the opportunity you need to capture, uncover the barriers to adoption, and then deliver new materials and activations that address those barriers. Identify the Opportunity: Which segment or customers do you need to drive action from? And what action do you need them to take? If you start from a clear target (who + what), you will be able to craft tactics that get you to that outcome. Uncover Barriers: What is holding back your target customers fro ...Read More

I recommend a two-part approach to getting sales feedback on sales collateral: Create a sales council: Identify a small set of sales team members that are motivated to provide feedback on sales collateral — what’s working, what isn’t, what’s missing. These sales members are often the ones responsible for accounts that are heavy users of a particular product. These people will typically have deep, actionable feedback that will drive immediate results with your key customers. Collect always-on fee ...Read More

I recommend a combination of training, support, and ongoing refreshers / support. Comprehensive Training: First and foremost, you need to develop a training program. This might as simple as a webinar / presentation to your sales organization or as involved as an on-demand training course. You will want to discuss the features and benefits of the product as well as how to use resources to support the sales process. If possible, make sure the training is hands-on and interactive to keep the team e ...Read More

My team is probably tired of hearing me tell them to “think like a business owner.” But that is the frame I recommend when making prioritization decisions — including sales enablement. Very tactically, I believe this means using your finite resources to get the biggest return for the business. In this case that means asking two questions: Which product lines have the largest incremental opportunity for the business? And which would benefit the most from improved sales enablement? What is the inv ...Read More