AMA: Yelp Product Marketing Expert & Mentor, Jennifer Kay Corridon on Sales Enablement

An exceptional one-pager doesn’t explain the product — it reframes the buyer’s reality and gives the rep language they can use immediately. Average one-pagers list features and benefits. Great ones name what’s broken in the buyer’s world and why the status quo isn’t working anymore. They lead with a sharp point of view, make the buyer feel seen, and give the rep a credible way to challenge assumptions without sounding aggressive. If a rep can’t lift a sentence straight off the page and use it in ...Read More

The biggest pitfall is mistaking output for impact. PMMs burn a lot of time building “perfect” enablement — beautifully designed decks, exhaustive battlecards, detailed docs — that sales never actually uses. If you’re not grounded in live deals and real objections, you end up overbuilding for edge cases. A good rule of thumb: if a rep wouldn’t realistically open it mid-call or reference it under pressure, it’s probably a time waster. Another trap is chasing alignment instead of effectiveness. En ...Read More

PMM for sales isn’t about shipping assets, it’s about making selling easier. If sales conversations get tighter, objections get sharper (and fewer), and reps sound more confident and consistent, that’s real impact. The numbers matter — but they matter most when they’re grounded in how selling actually happens day to day.The next layer is adoption and behavior, not just outcomes. Did reps actually use the messaging, one-pager, or talk track? Did it show up in call recordings, emails, or decks? So ...Read More

The formats that work best are the ones that actually show up in real sales conversations — not the ones that look good in a content plan or are overly designed.. Early on, the most effective things I've found are scrappy but sharp: a short deck, or even a single slide that reframes the problem and gives reps a better way to open the conversation. Something that helps a rep say, “Here’s what we’re seeing break for teams like yours.” If it doesn’t change how the first five minutes of a call go, i ...Read More

The best approach to working with sales is to start by earning the right to influence, not by showing up with answers. Sales lives in a reactive world — live objections, quota pressure, moving targets — and you can’t build effective enablement without first understanding how they actually sell, not how the process is supposed to work on paper. That means listening to calls, shadowing deals, sitting in forecast reviews, and asking reps what’s hard, what keeps coming up, and where they feel stuck. ...Read More