AMA: TikTok Head of Product Marketing, Southeast Asia, ShiQi Wu on Sales Enablement

I think there's a similar question above on measuring KPIs. Please refer to it. But essentially I'll look at 2 parts  1. Whether sales has received the information Attendance rates, Tests/Quizzes to capture main points, engagement rates during the training, feedback post the training and % of sales force trained 2. Whether sales has activated post the training which might take longer Adoption of product/recommendation  Revenue growth attributed to the product  No. of clients pitch to Higher win- ...Read More

I’ll break this down into 2 parts even though this might be simplified after all sales enablement likely will have multiple parts depending on importance of product. Whether sales has received the information Attendance rates, Tests/Quizzes to capture main points, engagement rates during the training, feedback post the training and % of sales force trained Whether sales has activated post the training which might take longer Adoption of product/recommendation  Revenue growth attributed to the pr ...Read More

Its important that any activation you do is aligned with sales on goal to either drive revenue or grow product adoption (usually because there is evidence it works better for clients). In general if we do sales enablement there are 3 buckets to consider. Being tactical can also be part of building up the strategy around the program.  Large Product Launch – Being clear what the product is, why we’re launching it and how will this be beneficial for clients. How can you also amplify this messaging ...Read More

I believe we should be working closely with marketing teams to amplify all the internal work to an external facing audience. This can be in the form of pitch decks, one pagers, workshopts etc that externalizes the content and message we are trying to launch to market. For Go-to stack of sales enablement, we have a tiering system to prioritize how big the sales enablement will be  P0: Full training, commdocs, one pagers, pitch decks and dashboard trackers if necessary  P1: Happens in a smaller me ...Read More

Here’s how I see both roles coming together  Both: Either can bring up if there’s a topic of interest either from sales or there is a specific product activation/training need Sales enablement – Expertise is to ensure curriculum design and also project managing the entire process; They tend to have a broader view on what other trainings are happening and are invaluable to ensure that our teams are not overtrained. Product marketers – Working on the content and bringing it to live for the teams t ...Read More

This depends when the product is being launched. Its hard to be competent if they have not “sold” the product. So usually 1-2 weeks ahead of large product launches. This also gives us time to collect questions, ensure we are answering as many FAQs as possible and preparing proper objection handling for the sales teams. Also we know it will take more than 1 training session to build up knowledge and capability. So repeating and doing follow up office hours or sharing snippets of wins from fellow ...Read More

This is a tough one. I work mainly on Southeast Asia which is made up of multiple regions and languages. With minimal resourcing, we tend to do a large online training once a week with the intention to reach as many sales folks as person.  We then try to get feedback from the team or the sales leads to see where are the gaps and what do we need to tweak If necessary, we will conduct local market office hours or specific training sessions targeting to individual markets.  We also try to enable ou ...Read More

Getting buy in is an exercise on understanding who to influence and what to do to influence them. A couple of things I think about are  How do I align the sales enablement plan with sales leads to get a commitment on either revenue, adoption or being the executive sponsor for what you plan to do Will this plan be in line with their goals; if its not, how do I frame it in a way that best meets them?  Will the sales enablement training address concerns/questions from sales (and by extension the cl ...Read More