How do product marketers work with sales enablement people? What are the roles and responsibilities?

This is really dependent on your org, how big you are, and your overall coverage model. In general though, it's a partnership. I view the relationship with my sales enablement partner as one of the two most important relationships I need to build in the company (the other being product). You need to build tight alignment on what each team does and doesn't do. At the highest level, I think about the division of duties as an input and output model. We (PMM) work on all the enablement inputs, conte ...Read More

Here’s how I see both roles coming together  Both: Either can bring up if there’s a topic of interest either from sales or there is a specific product activation/training need Sales enablement – Expertise is to ensure curriculum design and also project managing the entire process; They tend to have a broader view on what other trainings are happening and are invaluable to ensure that our teams are not overtrained. Product marketers – Working on the content and bringing it to live for the teams t ...Read More

Generally, product marketers and sales enablement should work hand-in-hand as they are some of the most cross-functional roles in any organization. Because of their cross-functional nature, these roles need to be closely connected in order to coordinate messaging, launches, new asset distribution, new campaigns and more across multiple functions and departments.  Organizationally, it’s not uncommon to have sales enablement and product marketing sit in the same org, with some of the roles of sale ...Read More

If you build it, they won’t come. Product marketing assets are ineffective without proper sales enablement efforts - whether there is a separate team for it or not. The simplest analogy I use is that product marketing creates the juice, and sales enablement makes sure the sales team drinks the juice AND keeps it down. Now that’s oversimplified in some ways. The partnership between both functions begins at the problem identification phase. Both teams should be on the same page about the gaps in d ...Read More

This depends on how your organization is structured and what responsibities you define for Product Marketing. Sometimes product marketing plays a big role in enablement, while at other companies they just provide the messaging/value props/etc that enablement then uses as a framework for their enablement. But generally, product marketing focuses on: Product positioning Value props Feature naming Pricing and packaging Talk tracks Overview of what a product is and why it matters Core assets, such a ...Read More

PMMs should be partnering very closely with sales enablement teams.  The role of PMM is to bring subject matter expertise -such as product knowledge or competitive messaging. PMMs should be responsible for creating sales content and leading training sessions The role of enablement is to understand enablement needs and own the process, and the execution of sales enablement. Sales enablement teams are often thinking much more holistically about sales enablement - its not just product training or m ...Read More

It depends of the org and the department goals. When I’ve worked with a dedicated Sales Enablement team that rolled up under the sales department (I reported into Marketing). The enablement team and I collaborated to address gaps in positioning, communicating with the ICP, among other things. In a lot of ways, the SE team focused on making sure there was always an enablement topic, and the product marketing team often es delivered the content (or assisted in the development of the content) depen ...Read More