AMA: Shopify Senior Team Lead, Retail Product Marketing, Courtney Craig on Sales Enablement
December 13 @ 10:00AM PST
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Shopify Senior Team Lead, Retail Product Marketing, Courtney Craig on Sales Enablement
Top Questions
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
* Survey your sales reps quarterly or biannually on the effectiveness of the sales enablement materials/programs * Listen to sales calls to hear how prospects are reacting to what the sales rep is saying/presenting - are there objections that could be better handled? Could the pitch b......Read More
632 Views
4 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
Simple - always say yes to the needle-movers, and only do the one-sheets and other work if you/your team has time. PMMs shouldn't spend a significant amount of time on anything that isn't used frequently or won't move the needle. If you find yourself having to say yes to one-sheets frequently, th......Read More
621 Views
3 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
I like to start by: 1. Interviewing and/or surveying the sales team on needs/wants. 2. Listening to sales calls - how are they pitching? What are they using to pitch? How is it resonating? 3. Audit for the basics: Can sales speak/show how we compare to competitors? Are the top objections and res......Read More
650 Views
2 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
Sales team surveys! I love surveying sales teams quarterly or biannually on market trends, common objections, toughest competitors, most wanted features, top pain points, what messaging is resonating most, etc. I like to make most questions open-ended to get ideas, but if you have a big sales tea......Read More
632 Views
3 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
I think they way we currently do this at Shopify is the best I've seen at a larger company, and it has three things in common with the best I've seen for this at smaller companies: - Dedicated time is set up to train sales reps on the new materials, especially if it's for a new feature/product l......Read More
628 Views
4 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
After the discovery call, if the prospect is a good fit, I like the sales rep to follow up with a more in-depth demo session, where they personalize the demo to the prospect's business needs. The outline of this demo can be created by the rep taking notes when they are on the discovery call. Then......Read More
616 Views
1 request
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.
Courtney Craig
Shopify Head of Retail Product Marketing • December 15
Survey the sales reps quarterly or biannually, and include questions around which materials they use the most. Use multiple choice for this question, and leave a write-in line for feedback. You'll get direct feedback in a scalable way, and also notice trends over time.
646 Views
1 request
Courtney Craig
Shopify Head of Retail Product Marketing • December 14
Tell them you want to sit in in order to prepare better sales enablement materials for them for future calls, including objection handling documents, pitch decks, feature one-pagers, pricing calculators, and social proof. Tell them you will take detailed notes on what prospects ask for/care about......Read More
902 Views
2 requests
Courtney Craig
Shopify Head of Retail Product Marketing • December 6
Find ways to make it interactive. For example, if you are training them on a new pitch deck, ask a well-respected sales rep, coach, or the sales team lead to actually do a real pitch with the new deck during the enablement session. The reps will pay attention to how another rep makes a pitch/uses......Read More
734 Views
1 request
Courtney Craig
Shopify Head of Retail Product Marketing • December 6
In smaller settings, asking sales to playback what you've enabled them on helps reinforce enablement. Ask them to practice explaining a new feature to you or giving you an elevator pitch on your product product. To reinforce efforts more broadly, make sure you have measures of success in place fo......Read More
671 Views
1 request
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