Sales Enablement

11 Answers
Dave Kong
Dave Kong
Cohere Head of Product MarketingJanuary 16
Ah, this sounds like a fun prioritization exercise! If sales enablement was just kicking off, I'm assuming that generally marketing and PMM functions are relatively new as well. There's probably a lot of marketing and enablement debt that you're working through right now. I would be really di......Read More
1538 Views
7 Answers
Dave Kong
Dave Kong
Cohere Head of Product MarketingJanuary 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
1315 Views
4 Answers
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingOctober 27
The best tool you can ever have is a great relationship with your sales leaders and super star sellers. Building empathy and truly understanding their challenges is critical to your success. We use Highspot as our knowledge base and document repository. It works well for us and each product PMM ......Read More
1824 Views
3 Answers
Jeremy Wood
Jeremy Wood
Adobe Head of Product Marketing (APAC)December 12
I always like to go back to basics and follow the same principals that we as PMM's follow when it comes to positioning to our customers. What is the customers pain point? What use cases are they trying to solve for? How can our products/solutions help them achieve their key business objectives? I......Read More
1975 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
2 Answers
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingFebruary 27
If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential. Without knowing much about your product or audience, I woul......Read More
451 Views
7 Answers
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingOctober 27
Prioritization is always tough. Every stakeholder has a different perspective on what they are looking to achieve. The ultimate goal of sales enablement is to make sure the sales team is equipped to sell and i’d also add they should focus on “selling what is on the truck.” To share a bit more of......Read More
1107 Views
How do you assess which sales enablement materials are the most effective?
As B2B product marketers we want to be able to identify which sales enablement assets (i.e. one pagers, pitch decks, etc) are the most impactful to guide future resoure investment decisions but oftentimes tracking of these materials can be challenging since it frequently requires manual tracking on the part of the sales team.
7 Answers
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingNovember 2
There is no single golden arrow. Every piece of material has its role in the process. I look at effectiveness from two perspectives. One - did the salesperson use it? Two - did the prospect use it? Fortunately, there are tools for this today. You should be using a tool like Seismic, Highspot, or ......Read More
506 Views
4 Answers
Linda Sonne-Harrison
Medium- to large-sized companies typically have a sales enablement team that focuses on this exact problem. In a smaller company, sales enablement often falls on product marketing. In that case, how can you make sales enablement work?  1. Collaborate closely with sales leadership. Make sure tha......Read More
331 Views
7 Answers
Roopal Shah
Roopal Shah
Snowflake Head (VP) of Global Sales EnablementMay 18
I love Agile practices for this...my teams have always followed a process of Intake prioritization, and constant backlog grooming to feed a roadmap. A roadmap typically is a combination of the absolute must haves (e.g. events like SKO or infratsructure projects like getting an LMS in place or ......Read More
1548 Views
9 Answers
Jeff Beckham
Jeff Beckham
Gem Head of MarketingDecember 17
A quick survey can work well. I usually use Google Forms, but higher-end tools like SurveyMonkey and Qualtrics provide a little more flexibility if you have them. Longer surveys get fewer responses, so if volume is most important, definitely keep it short. The best way to send it out is through ......Read More
968 Views