AMA: Quickbase VP of Product Marketing, Sarah Din on Sales Enablement
December 1 @ 9:00AM PT
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How do you assess which sales enablement materials are the most effective?
As B2B product marketers we want to be able to identify which sales enablement assets (i.e. one pagers, pitch decks, etc) are the most impactful to guide future resoure investment decisions but oftentimes tracking of these materials can be challenging since it frequently requires manual tracking on the part of the sales team.
The best way is to use tools that give you these analytics. I have used tools like Highspot and Guru that make this much more automated. The other way to do that is usin...
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You want to spend time and resources on creating sales content that will actually be useful to the sale team, and here are two things you need to understand first Have a...
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How do you get input from Sales on marketing content ideas and feedback?
Some of the best marketing ideas for content come from the sales team.
First, you want to leverage the sales team to get content ideas as you plan. The ideal partnership between marketing and sales is when you are having regular conversatio...
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This depends on what needle you are looking to move with enablement - are you hoping to shorten your sales cycles or are you hoping to help sales win more competitive dea...
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The key is to make it easy for them to share this information with you - so make sure you are creating the right channels of communication. Whether it's creating slack ch...
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There are likely several tools out there that I do not know of, but the ones I liket: - Highspot for hosting and managing sales content - Guru for sharing messaging, con...
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As a PMM your job is not just to create the content, but you also want to make sure you are training them and providing the right context. You can do self-serve training...
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How do you ensure that your reps are all singing the same tune when the jargon in your industry is constantly changing?
I'm in Fintech, a world of ever evolving nomenclature - i feel like there is new jargon every day.
The only way to ensure that is to have a really strong and clear messaging strategy that is documented and shared across your entire company. That should also consistentl...
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How do you navigate sales enablement at a startup that serves multiple sectors of the market and has limited resources?
We are moving upstream from working with executive search firms and recruitment agencies to working with in-house enterprise and MM companies. Each type of firm needs the software for recruitment purposes, but each has different pain points and feature interests within the platform
If you have limited resources, the only thing to do is to prioritize. You cannot try to do it all at once, so focus on the ones that will make the biggest impact. For i...
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How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
Would love to get your perspective on generating excitement around your new product, vs. continuous enablement on the core capabilities of your solutions
I have never worked at a company where the sales team did not get excited about a new product or persona - this typically means a larger market for them to sell to. The...
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I don't think there is a magic list of items you must have for B2B sales enablement. Every product is different and likely has a different sales process - which will impa...
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What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?
For instance, it's easy to jerry-rig performance to a one-sheeter that was sent in the course of a deal, but I'm having trouble finding ways to measure performance for intangible efforts that improve sales performance but isn't easily attributable to revenue.
The best way is to use sales feedback to show improvement over time. You can easily do that by measuring things like sales confidence using a survey to show performance i...
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How do you enable sales reps to sell higher priced packages vs your lower priced offerings?
Our lower priced offerings seem to be the biggest competitors of our enterprise packages.
This is a typical issue when you have both a self-serve item and an enterprise item. The most important thing is to have clear differentiation in your packaging and then ...
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PMMs should be partnering very closely with sales enablement teams. The role of PMM is to bring subject matter expertise -such as product knowledge or competitive mess...
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The best way to encourage the sales team to use the right product messaging is to create useful and actionable sales materials with that messaging. If your messaging is s...
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