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

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3 Answers
  1. Emi Hofmeister
    Emi Hofmeister

    Zuora VP Product Marketing • 1y

    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
  2. Madeline Ng
    Madeline Ng

    Google Global Head of Growth Go-to-market, Google Maps Platform • 1y

    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
  3. Michael Olson
    Michael Olson

    Splunk Sr. Director, Product Marketing - Observability • 1y

    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

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