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AMA: Snorkel AI Director Of Product Marketing, Molly Friederich on Sales Enablement
May 25 @ 9:00AM PST
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Snorkel AI Director Of Product Marketing, Molly Friederich on Sales Enablement
Top Questions
Molly Friederich
Sanity.io Director of Product Marketing • May 25
We have been experimenting with a monthly recorded demo presented as a webinar. Our teams can then share out that latest recording with customers and they're never more than a month out from the latest product greatness. By nature of being a webinar, it saves us from the curse of perfection—w......Read More
1363 Views
1 request
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is tough to measure quantitatively without tooling in place to track how often collateral is used, so if that's an option for you, start there. Then be curious about what assets are used most often because they're familiar/readily available, and what assets are actually the most strategic. ......Read More
318 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is a big question, but my simple answer is they're part of an ongoing, mutually-informing cycle. As PMMs we need to inform sales strategy in terms of ICP, personas, motivations, positioning, competitive insights, etc—all the fundamentals. This work only matters if we're able to deeply enable......Read More
474 Views
3 requests
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Repetition is so important; it's about embodying the messaging in everything PMM produces, and as you enable on different assets, tying it back to the strategy. Show examples of how key points can come to life in an outbound email, provide them with quick-reference bullets that they can use as re......Read More
393 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • May 25
If the playbooks are insightful and get used... I'm not frustrated! ;) Creating sales playbooks is frustrating when we're in a loop of perfection over progress. Oftentimes we forget how powerful a small amount of clear, digestible insight can be over an incredibly robust, in-depth asset. I pi......Read More
542 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Regular reminders and reinforcement! Sales teams obviously face a ton of pressure to hit quota, and they need to be as efficient as possible... And while some are awesome at experimentation, many will struggle to adopt new assets/messaging when they're moving fast and rely on what's familiar. ......Read More
449 Views
1 request
Molly Friederich
Sanity.io Director of Product Marketing • May 25
I'm excited to hear others' thoughts here... I've tried a number of approaches in the past, but haven't nailed a totally scalable one. In an ideal state, it starts with Product Marketing doing the critical work of establishing positioning and messaging, including the key long-term themes for ......Read More
306 Views
4 requests
When should a company start thinking about creating a separate sales enablement function?
Sales Enablement is now seen as a new functional area in many organizations separate from Product Marketing.
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Great question! I am biased, but I LOVE having a dedicated Sales Enablement partner, so I'd say the sooner the better. They're able to focus entirely on the enablement strategy, what's working well for sales, what isn't, the biggest opportunities for impact, balancing their cross-team learnin......Read More
268 Views
1 request
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Love what you have already! Do you have budget for qual research incentives? This is a huge gift if you can offer $100 to target personas to provide feedback on messaging, or to prospects for win/loss interviews, etc. Also consider a recruiting tool like Respondent.io if you are running out of lo......Read More
472 Views
1 request
I'm new to Sales Enablement and I'm curious how heavy-handed my approach should be. How much input does Sales expect from me, and what are some things that the sales team should be doing on their own?
(For instance: pitch decks, collateral, competitor research, FAQs, etc.)
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Congrats! Can you share more about your current context? Is this a new role for the team, or are you stepping into an established function? This will likely inform how much/what type of expectation your stakeholders have... Are there critical existing deliverables to keep in the air? Do they have......Read More
243 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is tough to measure quantitatively without tooling in place to track how often collateral is used, so if that's an option for you, start there. Then be curious about what assets are used most often because they're familiar/readily available, and what assets are actually the most strategic. ......Read More
259 Views
4 requests
How do you get insight into the current state of prospect/sales interactions?
What are good ways to learn about the field's approach, prospect priorities, etc.
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is a passion area for me! I work to carve out time for learning and exposure. It's always tough when you have pressing timelines for deliverables, but that work will be far more efficient and strategic when you invest in time for the fundamentals. Here are a few things I invest in doing: ......Read More
566 Views
3 requests
How do you recommend setting up a process for marketing to support sales when that doesn't already exist? Think scrappy startup phase! :)
I'm a product marketer who has never had to work with sales before because I've always worked for low-cost B2C SaaS companies that have a short marketing funnel without handholding needed for sales. I'm currently working with an early-stage client that is just starting to put together marketing materials and email flows.
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Congrats, scrappy startup phase is exciting, lots of opportunity to make a big impact! I suggest starting by getting a baseline understanding of their sales cycle today. What has their approach been? Where are they seeing success, and where are they bottlenecked? Your focus should be differen......Read More
506 Views
1 request
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