AMA: Udemy Former Director of Product Marketing, Grace Kuo on Sales Enablement

June 17, 2021 @ 10:00AM PT

How do you navigate sales enablement at a startup that serves multiple sectors of the market and has limited resources?

We are moving upstream from working with executive search firms and recruitment agencies to working with in-house enterprise and MM companies. Each type of firm needs the software for recruitment purposes, but each has different pain points and feature interests within the platform

Grace Kuo

Chan Zuckerberg Initiative Product Marketing | Formerly Udemy • 5y

Prioritize the top sectors - pick 2-3 and then build a playbook you can replicate. I would also say, set realistic expectations with your GTM teams so they understand your limited bandwidth and be clear on what you can get to and what you can't. Work with your sales and CS leadership in terms of focus and priority (product training, onboarding, systems training, etc.) so that there's clear alignment as well!

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Where does PMM end and Sales Enablement begin? (especially in relation to launches)

Grace Kuo

Chan Zuckerberg Initiative Product Marketing | Formerly Udemy • 5y

Great question! In my experience, we work with SE to help them understand what's coming down the roadmap (big initiatives, product launches etc.) so they can plan and schedule training accordingly. Having a really tight relationship is critical so both sides have visibility into the needs of the GTM. Product Marketing should provide the core content but leverage the strengths and reach of SE to help deliver the training and structure it strategically. For example, SE can take a look at the trai ...Read More

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What sales enablement metrics for materials created by Product Marketing are both actually being used and are helping to win deals and shorten sales cycles?
Grace Kuo

Chan Zuckerberg Initiative Product Marketing | Formerly Udemy • 5y
This is always a fun topic!

Here are some approaches I've taken in the past:

Using a collateral tracker like Highspot (you can see # of views, # of times it's been sent, etc.)

Track keywords in Gong and watch the meetings to see if your collateral is being used

Surveys to gauge efficacy

TALK TO YOUR SALES TEAM to get feedback!
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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.)

Grace Kuo

Chan Zuckerberg Initiative Product Marketing | Formerly Udemy • 5y

Hello! From a PMM perspective, Sales input is critical to a successful SE strategy. They know the needs of their team so they can help SE prioritize and focus. Usually finding a partner in Sales leadership can help you avoid too many cooks in the kitchen and streamline feedback. Where SE can add value is providing strategy on delivery (role play, compeition, certifications, etc.), structure, and content. The size of your company and enablement team also differentiates how much effort you can y ...Read More

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AMA: Udemy Former Director of Product Marketing, Grace Kuo on Sales Enablement

View AMA Answers

How do you navigate sales enablement at a startup that serves multiple sectors of the market and has limited resources?

Where does PMM end and Sales Enablement begin? (especially in relation to launches)

What sales enablement metrics for materials created by Product Marketing are both actually being used and are helping to win deals and shorten sales cycles?

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?