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
HubSpot Marketing Fellow - Partner GTM & Product Readiness • 3y
This is always a difficult one. Sometimes it can be easier to solve with technology, while other times it's a bit more difficult to track/measure. With technology: You ...
3036 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y
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...
1484 Views
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Meta Product Marketing Lead, Facebook Monetization • 2y
To assess the performance of sales enablement materials, I recommend using a mix of feedback and usage data. Feedback. Regularly gather feedback from the sales team thr...
2378 Views
The best way is to use tools that give you these analytics. I have used tools like Highspot and Guru that make this much more automated. The other way to do that is usin...
446 Views
Eventbrite Global Head of Marketplace Marketing • 2y
Collect insights through customer research. Research should be done regularly to get feedback from prospects or existing customers to find out what their needs are, and h...
1204 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
This is a real challenge, and I am curious to hear how other PMMs do this! My suggestion would be to take the onus off of sales in manually tracking how often they are us...
564 Views
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
Survey the sales reps quarterly or biannually, and include questions around which materials they use the most. Use multiple choice for this question, and leave a write-in...
755 Views
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