AMA: Quickbase VP of Product Marketing, Sarah Din on Sales Enablement
December 1 @ 9:00AM PST
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Quickbase VP of Product Marketing, Sarah Din on Sales Enablement
Top Questions
Sarah Din
Quickbase VP of Product Marketing • December 1
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 impact the assets you develop. But the most typical ones can be: * A master pitch deck that can be customized by the sales team ......Read More
364 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 messaging. PMMs should be responsible for creating sales content and leading training sessions * The role of enablement ......Read More
292 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 clearly articulate that differentiation for the sales team so that they understand how to pitch the value of your enterprise pa......Read More
320 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 deals? Define your KPIs first. The end goal of sales enablement is to move the needle on an actual sales metric - which your team ......Read More
283 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 simple, easy to understand, and battle-tested to work with prospects then you won't need incentives. Good messaging should make ......Read More
252 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 channels where these discussions can happen or having more formal sessions to capture that feedback or creating the right fields ......Read More
438 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • December 1
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, content, and things like product information - Loom can be a great way to do quick self-serve enablement - Klue for sharing c......Read More
601 Views
1 request
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.
Sarah Din
Quickbase VP of Product Marketing • December 1
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 consistently reflect in any sales content you create to make that more actionable - so if you deliver really great sales pitch materials, ......Read More
440 Views
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Sarah Din
Quickbase VP of Product Marketing • December 1
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 conversations so you always have a pulse on what is resonating in the market. You can also * Run a regular survey to gather specific inp......Read More
415 Views
3 requests
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
Sarah Din
Quickbase VP of Product Marketing • December 1
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 instance, if you are moving into new sectors - chances are you already have existing enablement materials for existing sectors......Read More
515 Views
2 requests
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
Sarah Din
Quickbase VP of Product Marketing • December 1
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 goal with any enablement is to make sure you are clearly defining why this is important, and how it will help them sell more......Read More
438 Views
2 requests
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.
Sarah Din
Quickbase VP of Product Marketing • December 1
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 improvement over time. You can also just run feedback surveys post-training to capture feedback on the training itself. The o......Read More
279 Views
2 requests
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.
Sarah Din
Quickbase VP of Product Marketing • December 1
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 using some sort of intranet, like Confluence to host this content so you can track use. At the end of the day, you always want......Read More
277 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 using LMS tools or video tools like Loom - and share that as you launch new content * You can run live (virtual or in-p......Read More
853 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 1
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 1. Have a really good understanding of your sales process, and have a map of what assets you have for each step of the process s......Read More
979 Views
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