AMA: Zendesk Senior Director Product Marketing, Mozhdeh Rastegar-Panah on Sales Enablement
December 12 @ 11:00AM PST
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Zendesk Senior Director Product Marketing, Mozhdeh Rastegar-Panah on Sales Enablement
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Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
There are many ways to measure whether Sales is properly enabled but the goal setting is just as important as the measuring. A few key things to remember, goals should be: realistic, agreed upon before enablement content is developed, and measured in a way that supports qualitative and quantitati......Read More
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Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
I will assume this question is meant for a growing startup who has just started hiring a more formal enablement team. Sales enablement at its core is meant to ensure the business is providing the right training at the right time, that is aligned to the company's objectives and future direction. ......Read More
1377 Views
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Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
Great question! This is where a tiering structure comes in handy. Despite what some folks might say, not all enablement needs are created equal and neither should their delivery formats and timing. Here is one way to think about it: Tier 1 - Live Training: time sensitive, more-complex content, h......Read More
1334 Views
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Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
We did this at Zendesk with a two prong approach: survey for quantitive feedback and focus groups for qualitative feedback. 1- Survey: We sent out a VP-backed survey to all reps that helped us understand the value of the assets we currently provide (stack ranked), what content they would like to......Read More
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Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
Prioritizing enablement is such a difficult question but ultimately I would ensure that you have alignment with: where you see the business is focused, timing of upcoming launches, and complexity of content. I've shared a tiering structure as well in a prior comment based on a variety of delivery......Read More
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How do you get insight into the current state of prospect/sales interactions?
What are good ways to learn about the field's approach, prospect priorities, etc.
Mozhdeh Rastegar-Panah
Zendesk Senior Director Product Marketing • December 13
We have done a variety of things over time which I'll list out here: 1- Leveraged tools like Gong to get reporting on critical topics, key ways of selling, and also understand gaps in messaging 2- Align a GTM PMM team whose role is to stay connected to your field team. They are expected to have......Read More
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