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Sales Enablement

How far in advance do you perform sales training so that the sales force is competent by the launch date? We have a sales team of 12. How do you validate sales competency?

5 Answers

Jeff Beckham

Gem Head of Marketing • December 17

The more time in advance you can provide the sales team, the better. But you also don’t want to sit on new products / features that are ready to go, especially when you’re at a small and nimble company like yours. The key question is, when is the product far enough along that you know the final f......Read More

1325 Views

What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?

5 Answers

Emily Ritter

Mode Analytics VP of Marketing • August 6

Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training......Read More

1364 Views

Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?

Product Marketing Product Management Independent technical writing team Customer success / support

4 Answers

Mary Margaret

Entertainment Weekly Editor in Chief • March 11

My answer depends on the content and size of the team. Ideally: A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should likely live with a technical writing team. On product videos, that should ideally be a partnership between the product (and product design team) and......Read More

1154 Views

What are some ways to measure whether Sales is properly enabled?

2 Answers

Dave Kong

Cohere Head of Product Marketing • January 16

Check out my reply here, in a previous question. Building on my previous response, I do think about this in those two phases: At launch and post-launch. At Launch At launch, you need your teams to be ready and aligned to the GTM strategy. If a rep cannot effectively pitch, demo, solution......Read More

1073 Views

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.)

5 Answers

Charles Tsang

Pinwheel Head of Marketing • February 10

It's difficult to paint a broad brush stroke answer on this, but as a general rule of thumb: * Meet with Sales to understand their expectations and where they need the most help. It all starts with a conversation to understand gaps/opportunities. * In most cases, Sales will look to Produc......Read More

623 Views

What does good instructional design look like?

Oftentimes, Sales has short attention spans, and it can be a challenge to cover all they need to know around a product launch, competitor update, pricing change, and more

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • August 8

Great question! Good instructional design is like the secret sauce that makes learning not only effective but also enjoyable. Picture this: you're crafting a recipe for the best chocolate chip cookies ever. You need the right balance of ingredients, the perfect baking time, and a pinch of love. W......Read More

361 Views

How do you disseminate competitive positioning to your sales team?

9 Answers

Vikas Bhagat

Webflow Senior Director, Head of Product Marketing • July 13

It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning. Usually this includes but it varies o......Read More

980 Views

How do you measure the contribution of Product Marketing to the growth result?

Oftentimes, PMM does not directly execute the campaign but rather provides a foundation or collaterals for sales and marketing to use. How do we calculate our percentage of contribution to the final results?

4 Answers

Vanessa Thompson

Twilio Vice President Product Marketing • October 27

I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales......Read More

1791 Views

How do you measure the effectiveness of your sales content?

I'm struggling to determine whether my sales reps are actually using content, and if its helping them win deals.

8 Answers

Steve Feyer

Eightfold Product Marketing Director • January 10

The most comprehensive way to measure the effectiveness of your sales content would be to implement a content management tool. Such a tool serves the materials to your reps, produces reporting, and allows you to connect the content usage to your outcomes. Pretty cool. I've been considering a tool......Read More

785 Views

How can you make sure that your sales team understands how to use selling tools they're given and can sell the product?

2 Answers

Sarah Din

Quickbase VP of Product Marketing • December 1

As a PMM your job is not just to create the content, but you also want to make sure you are training them and providing the right context. * You can do self-serve training using LMS tools or video tools like Loom - and share that as you launch new content * You can run live (virtual or in-p......Read More

497 Views