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How do you fix your relationship with Sales to where you're not an order taker for collateral and requests for new content?

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4 Answers
  1. Michael Olson
    Michael Olson

    Splunk Sr. Director, Product Marketing - Observability • 2y

    This answer might come across as tough love, but you need to establish credibility with sales teams and prove your value by demonstrating a deep understanding of 1) the market in which you play, 2) the ideal customer profiles and personas who care about your stuff, 3) their needs, and 4) the competitive landscape, and 5) your differentiation. If you can consistently show up in internal meetings, sales training sessions and sales kickoffs with a mastery of your market, your buyers and how your pr ...Read More

    5,879 Views
  2. Sahil Sethi
    Sahil Sethi

    Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 2y

    The best sales relationships come from the top. Where the PMM leadership, or marketing/product leadership is aligned with sales leadership on key OKRs and where and how product marketing can come in. If you are truly not getting that support from your leadership, or you are in charge of building a relationship - there’s a few ways you can gradually build a relationship with sales First - if you don't want to be known as the "collateral team" , then stop talking about collateral in your interacti ...Read More

    2,139 Views
  3. Kevin MacGillivray
    Kevin MacGillivray

    Pressable Chief Marketing Officer • 1y

    One great way to do this is to build an annual/quarterly/monthly plan on what you plan to deliver and get buy-in from sales leadership upfront on the deliverables. If you've got this alignment upfront, it becomes much easier to avoid side quests to support specific asks on an ad hoc basis. Engaging with reps during the planning cycle for feedback and input will also give them a voice early on in the process and build longer term followership for the plan.

    965 Views
  4. Rachel Cheyfitz
    Rachel Cheyfitz

    Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y

    Have regular sync. Make the information they have available to them a priority to you. Let them know that you need to learn from them in order to provide them the services they need - and demonstrate that need regularly and clearly. Make sure to bring new information to them as well whenever possible, so they can see your value beyond collateral creation. Collaborate with them on feature needs, prioritize requests together with him, and be as transparent as you can with them.

    505 Views

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