AMA: Shopify Senior Team Lead, Retail Product Marketing, Courtney Craig on Sales Enablement
December 13 @ 10:00AM PT
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Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
Sales team surveys! I love surveying sales teams quarterly or biannually on market trends, common objections, toughest competitors, most wanted features, top pain points,...
686 Views
3 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 i...
809 Views
2 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 prosp...
675 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.
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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...
755 Views
1 request
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 an...
663 Views
3 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 a...
720 Views
1 request
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 ...
903 Views
1 request
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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...
1516 Views
2 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
Survey your sales reps quarterly or biannually on the effectiveness of the sales enablement materials/programsListen to sales calls to hear how prospects are reacting to ...
675 Views
4 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
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 ...
865 Views
4 requests