Michael Olson

AMA: Splunk Sr. Director, Product Marketing - Observability, Michael Olson on Sales Enablement

May 30 @ 11:00AM PST
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Splunk Sr. Director, Product Marketing - Observability, Michael Olson on Sales Enablement
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Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
I think this is a symptom of bad persona guidance more than anything else. I have seen a lot of persona guides created by marketing teams that get too cute – with whimsical fake names, esoteric archetypes, information that isn't actionable for sellers (like how prospects feel and how they want to...Read More
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Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
This answer might come across as tough love, but you need to establish credibility with sales teams and prove your value by demonstrating a deep understanding of 1) the market in which you play, 2) the ideal customer profiles and personas who care about your stuff, 3) their needs, and 4) the comp...Read More
341 Views
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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.
Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
Good sales messaging + proper enablement is the solution to this problem. More often than not, when I've seen a lack of messaging consistency in my sales teams with every sales rep offroading and rolling their own, it's either because our messaging wasn't credible/didn't resonate, or we had an aw...Read More
344 Views
1 request
Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
I'm a proponent of standardizing the core bill of materials PMM teams produce for sales enablement, both to keep your PMM team focused and avoid one-off requests, and to align with sales teams on what they need and what they can expect. Here are some of the foundational materials that I've found ...Read More
356 Views
1 request
Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
This is a tough one, and it has been a journey to figure out how to measure the success of the sales enablement work PMMs do. In larger companies with a dedicated field enablement team, there's often better instrumentation and PMMs can partner with another team to activate enablement programs ...Read More
330 Views
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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
Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
Expanding into an adjacent market (whether via new product introduction, acquisition, or a GTM strategy change) is one of the most fun and challenging resume builders for a PMM. Like with an early-stage startup seeking to establish product-market fit, focus is so important. Don't try to boil the ...Read More
316 Views
1 request
Michael Olson
Michael Olson
Splunk Sr. Director, Product Marketing - ObservabilityMay 31
Speaking as someone who has created a lot of bad sales playbooks that have collected dust during my career :-), this is a topic that I'm passionate about. Here are the main ingredients that I've found make for a sales playbook that will actually get used by sales teams. * Market Primer: Partic...Read More
351 Views
2 requests