Ryan Fleisch
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe

Here’s how we’ve tackled this: first, set the expectation that the role of marketing is one-to-many and the role of sales is one-to-one. This will shield you from requests like “can we get a one-sheet focused on X” because you can then ask/vet if it’s truly a need of “many” or if it’s originating from one client in one sales cycle. If the latter, punt. Next, put a process in place around how requests are submitted and handled. We use Monday.com, and we set up a request form through it that we’ve mandated all our GTM teams use. This allows us to see requests flowing into a single project management board, with the requestor having to submit the context, and we can then use a rubric to rank the request against everything else we have going on. This allows us to be transparent with our org and show what’s on our plate and why we have prioritized the way we have (it can also open a good conversation if priorities might need to shift). It’s a lot easier to say “no” to a transactional request when you can also say “here are the 15 strategic activities we have in-flight. We appreciate your request, but it’s going to be X weeks before we can get to it.” Two things will happen: 1) you’ve proven your value and earned the right of refusal rather than the requestor thinking “I never know what PMM does…”, and 2) you’ve set timing expectations that the requestor can agree to or find an alternative path forward. You’d be surprised how many of these transactional requests evaporate when there isn’t the knee-jerk ability to get content around whatever the last one-off client request in a meeting was.

Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
This is a great question. A sales enablement roadmap is very much like a product roadmap. There are many different inputs into what we prioritize over time, and how that gets decided - and although there will always be a push towards highest impact projects, the reality is those can often be labo...more
Lizzie Yarbrough de Cantor
Senior Director of Product Marketing at InVision
This feels like the ultimate question for this topic!! Balancing strategic vs. reactional requests coming out of sales is a tough dance. I typically stay away from promising things like a one-sheet or any request that is so specific it will not scale or have a long shelf life. My approach is to t...more
Roopal Shah
Head (VP) of Global Enablement at Benchling
Balance is always tricky. At the end of the day, it's about getting others to understand why you think this is important versus over the stuff and also understanding that bandwidth - whether it's yours as the content creator or the seller's as the content consumer - is finite, so prioritization i...more