AMA: Snorkel AI Director Of Product Marketing, Molly Friederich on Sales Enablement
May 25 @ 9:00AM PT
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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.
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
1016 Views
3 requests
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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. Oftenti...
579 Views
2 requests
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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, ...
527 Views
3 requests
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.)
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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 mu...
266 Views
2 requests
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
284 Views
4 requests
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
348 Views
2 requests
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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 t...
3872 Views
1 request
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.
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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 ...
295 Views
1 request
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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 exam...
424 Views
2 requests
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.
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
1424 Views
1 request
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
645 Views
1 request
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
329 Views
4 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.
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
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...
996 Views
1 request