AMA: UserTesting Head of E-commerce, LeTisha Shaw on Sales Enablement

Choosing just three essential sales enablement collateral pieces can be tough because the needs of each team vary based on what they're selling and their buyer personas. That said, the goal is always to provide resources that move prospects through the funnel. Some of the most effective assets include email templates for outreach, demo videos that showcase your product in action, and case studies or success stories highlighting real-world results. Other valuable tools are tailored slide decks an ...Read More

The amount of deal support product marketers provide varies depending on their role within the organization. The level of involvement depends on company priorities, with the goal being to equip sales with the necessary insights and expertise. Some lean toward product-focused tasks, while others provide more sales and deal support. In the latter case, product marketers may join sales calls to present product demos, address questions about the product roadmap, or explain how a feature can solve th ...Read More

Sales enablement training starts on day one. Sellers need foundational knowledge of the product and buyers, along with an understanding of sales processes. It's crucial to not just provide training materials but also opportunities for role-playing scenarios with prospects and customers. Continuously showcasing demos and use cases for ideal customer profiles reinforces learning. Since everyone’s at a different stage of their selling journey, training should be flexible and adaptive. Regular huddl ...Read More

The optimal cadence for creating and updating sales enablement content really depends on the type of content and how quickly things evolve in your market. For high-impact assets like case studies or demo videos, updating at least once or twice a year usually works, since these are tied to longer-term results. For things like email templates or product one-pagers, a more frequent review is helpful to stay current with messaging and product updates. I've never been on a team that we've had enough ...Read More

When creating sales enablement material for a global product, the approach can depend on the team structure. If the global team owns content creation, they should take regional nuances into consideration from the start, ensuring it’s flexible enough for localization. However, if regional teams are expected to localize, the global team provides core materials that can be adapted for local needs. Collaboration is key—global provides the foundation, and regional teams fine-tune it to resonate with ...Read More

One common misconception about product marketing is that it's solely about aligning with the product and marketing teams, but it's just as important to align with sales. I've been lucky to work with great sales enablement teams, and early conversations about release plans and enablement strategies help ensure alignment. For teams with different business segments or regions, a one-size-fits-all approach may not work for enablement planning. Scheduling deeper dives with each team often helps get t ...Read More

When enabling the team on small incremental features, I like to incorporate them into monthly or quarterly product update meetings alongside major releases. These enhancements, often driven by customer feedback, may not get the spotlight, but they’re valuable for the field team to know about. Offering recorded demos and help center content as resources gives them access when needed. The goal is to raise awareness and provide easy-to-find training for those features without overloading the team w ...Read More