Driving Sales Enablement Impact

Thursday, June 26th, 2025 • 12pm–1pm PT ·

Join 200 product marketers to learn how PMM leaders at the fastest-growing tech companies leverage sales enablement to drive alignment, empower sales teams, and accelerate revenue growth.

This virtual event will provide actionable insights and proven strategies to build and scale impactful sales enablement programs. Learn how to craft enablement assets that resonate, foster strong sales partnerships, and position PMMs as key drivers of go-to-market success.

Date: Thursday, June 26th, 12–1pm PT (3–4pm ET)
Location: Online (link will be sent to registrants prior to the event)
Cost: This event is free but seats are limited, so be sure to register early!

Top Questions

How do you measure product marketing contributions to sales success?

Michael Olson

Splunk Sr. Director, Product Marketing - Observability • 11mo

We track both leading and lagging indicators, from sales enablement asset usage to pipeline and win rates. One of the challenging things about product marketing is that we're string pullers behind the scenes - defining positioning and messaging that gets activated through demand gen campaigns that drive lead generation, but it's the sales team that's actually moving prospects through a buying cycle. So attribution becomes fuzzier. We tend to look at a combination of both leading and lagging indi ...Read More

514 Views

Madeline Ng

Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo

We focus on sales readiness and perception metrics, though we're working to better track product marketing asset attribution for win rates. Emmy covered most of the key metrics. I'm particularly impressed about being able to assess product marketing asset-related attribution for win rate. It's something we've been trying to tackle but has been difficult to fully get buy-in for, simply because our processes tend to be more manual. If you have tips on how to unlock that particular metric, that wou ...Read More

524 Views

Emi Hofmeister

Zuora VP Product Marketing • 11mo

We measure product marketing's impact on sales success through pipeline contribution, win rate improvements, and analyzing sales call effectiveness. First and foremost, we focus on pipeline - are we contributing in ways that drive meaningful pipeline for our reps and the business? We're specifically responsible for optimizing website elements like demos and interactive content that drive people to request more information. We measure our impact by testing and iterating on messaging and interacti ...Read More

615 Views
What's the biggest challenge you've consistently seen translating product stories to sales narratives that sales really gets behind?

Madeline Ng

Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo

The biggest challenge is providing diverse, quantitative proof points from a wide enough customer base to resonate with every salesperson. For us, the biggest challenge is being able to provide all of the quantitative, credible proof points from a diverse enough customer base to have resonance with every salesperson. It's much easier to train on things based on what you have in-house, but when it comes to documenting ROI and creating crisp, clear customer stories, it becomes difficult. And not j ...Read More

544 Views

Michael Olson

Splunk Sr. Director, Product Marketing - Observability • 11mo

Sales messaging must be relevant, differentiated, clear, and drive intent - all while using customer language and avoiding jargon. Sales messaging has to resonate both internally with your sales team and most importantly with customers. We have four main guiding principles for any sales messaging that product marketing produces: First, it's got to be relevant - germane to your target audience's day job and the things that keep them up at night. Take an outside-in approach by leading with the cus ...Read More

537 Views

Emi Hofmeister

Zuora VP Product Marketing • 11mo

Getting sales reps to truly believe in the product's value is challenging until they see firsthand customer success. I completely agree with Madeline. I'll add that I've been in numerous situations where the rep almost needs to experience the success of their own customer, especially in a more customer-oriented business. At LinkedIn, we had a brand new product launch - net new in the market. Most of our field was relationship managers who had deep relationships and trust with their customers alr ...Read More

536 Views
What have you seen as the most effective strategies to drive adoption of assets and enablement resources to drive success against your GTM plays?

Emi Hofmeister

Zuora VP Product Marketing • 11mo

Create customization at scale by using tools that allow reps to personalize content while maintaining brand standards. My immediate reaction to this question is: how can you figure out how to create customization at scale? When I was at LinkedIn, we had a homegrown tool that allowed us to pull in account-specific data for all our decks and slides. We could highlight what the opportunity looked like based on a company's LinkedIn data or the audience they were trying to reach. Every slide, data po ...Read More

529 Views

Madeline Ng

Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo

Find a few advocates and make them absurdly successful - they'll promote your assets to their peers, though this approach isn't quickly scalable. My answer is incredibly unscalable and really touches on the topic we just mentioned. Despite all of the best intentions, it really does come down to getting a few advocates. Find a few folks who are really leaned in - they might be engaged because of their industry focus, their customer list, or they may just have a propensity for the product you're t ...Read More

573 Views

Michael Olson

Splunk Sr. Director, Product Marketing - Observability • 11mo

Invest in small-forum roadshows for new messaging where sales can provide feedback, and involve sales in developing the messaging. I work in a much larger company now than earlier in my career - Splunk is roughly 8,000 people, and we're part of Cisco, which is an 80,000-person company. My experience has been that investing in small-forum roadshows for new messaging, where you can get bidirectional feedback and sales team members feel comfortable speaking up about what resonates and what doesn't, ...Read More

724 Views
How do you get the sales team to actually buy into the use the sales enablement materials?

Emi Hofmeister

Zuora VP Product Marketing • 11mo

Don't be afraid to let sales create great content and then make your job about scaling that content across the organization. I love all of what Michael and Madeline said. I'd add: don't be afraid for sales to create the best content, and then see your job as scaling that content. I've been in several situations where a great rep comes forward with just the perfect way of talking about a product or its value, or painting the scene of what we're really trying to deliver and help customers understa ...Read More

497 Views

Michael Olson

Splunk Sr. Director, Product Marketing - Observability • 11mo

Product marketers must earn credibility with sales by demonstrating deep market knowledge and creating bidirectional feedback loops. This might be a tough love answer, but product marketers really have to earn the right, earn permission, and earn credibility with the sales team. The only way to do that is by proving your value and demonstrating that you deeply understand the market in which you play, the ideal customer profiles and personas who care about your solution, their needs, the competit ...Read More

517 Views

Madeline Ng

Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo

Building credibility is challenging but pays dividends, especially when product marketers experience the sales process firsthand. I completely agree with everything Michael said. It is challenging to build that credibility, but the payoff once you've established yourself within an organization or your team has established themselves really pays dividends. Something I did at a previous organization was actually send my product marketers to co-sell. They would be in the room during an early sales ...Read More

552 Views
How is AI influencing the Sales roles and Outcomes, Customers, etc.?

Michael Olson

Splunk Sr. Director, Product Marketing - Observability • 11mo

AI is influencing sales through productivity tools that help research accounts, prep for meetings, track deals, and simulate customer interactions for practice. I'm seeing the emergence of AI-powered sales productivity tools that use generative AI and AI agents to help sales reps research accounts, prepare for meetings, and track deal progress faster. These tools allow sales reps to ask questions like 'build me a stakeholder map for my account,' 'help me score this deal using our sales methodolo ...Read More

504 Views

Madeline Ng

Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo

AI is providing just-in-time product information for sales reps, allowing them to access critical details when needed most during customer interactions. Building on what Emmy shared about getting information from a product marketing angle, it's a huge value-add to have an AI repository that surfaces all our product information. We work with a suite of between 30-60 SKUs, which is simply too much for any individual sales rep to hold in their head. We use Google's Notebook LLM quite a bit, putting ...Read More

504 Views

Emi Hofmeister

Zuora VP Product Marketing • 11mo

AI is helping sales teams with prioritization, quick access to information, and better coaching through tools that analyze customer interactions. We're seeing significant impact in several areas. First, prioritization - using Gong AI and other tools to help reps understand where they are in deal cycles, which deals are healthy, and how they should plan their weeks to drive better outcomes. Second, quick access to information that previously required asking in Slack channels or digging through as ...Read More

499 Views

See Event Answers

Speakers (3)

Emi Hofmeister

VP Product Marketing · Zuora

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Madeline Ng

Global Head of Growth Go-to-market, Google Maps Platform · Google

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Michael Olson

Sr. Director, Product Marketing - Observability · Splunk

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Driving Sales Enablement Impact

Top Questions

How do you measure product marketing contributions to sales success?

What's the biggest challenge you've consistently seen translating product stories to sales narratives that sales really gets behind?

What have you seen as the most effective strategies to drive adoption of assets and enablement resources to drive success against your GTM plays?

How do you get the sales team to actually buy into the use the sales enablement materials?

How is AI influencing the Sales roles and Outcomes, Customers, etc.?

Speakers (3)