All related (80)
Steve Feyer
Product Marketing Director at
The most comprehensive way to measure the effectiveness of your sales content would be to implement a content management tool. Such a tool serves the materials to your reps, produces reporting, and allows you to connect the content usage to your outcomes. Pretty cool. I've been considering a tool like this but the cost and installation effort are still overkill for my company with 1000+ employees, so you probably want more of a "hack". (I can't recommend a particular tool yet as I haven't implemented one). So absent a tool I try to interview reps periodically to find out what they are u...more
Hien Phan
Director of Enterprise Product Marketing at Amplitude
There are two ways to measure the effectiveness of your content - qualitative and quantitatively. However, before you even build anything, you must understand when and where your sales collaterals are being used in the sales process or rather where and when does your sales team need collateral.  From a quantitative perspective, I would use software like Highspot, ShowPad to see how often they are sending content out, and whether your content is actually being view and shared by customers and prospects.  From a qualitative perspective, I would do two things (1) have a monthly internal s...more
James Winter
VP of Marketing at Spekit
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex at Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai,
Please call your reps, more often than you do. As PMMs we are guilty of not engaging our reps as much as we should. Unless they have written off the PMM team, they will straight up tell you what is or isn't working, which you can go and implement. The other very effective option is to start a Win/Loss program so you can ask the prospects what did or didn't work. It really lays the truth out for everyone to see. There are many opinions here suggesting a tool needs to be bought. Some people swear by their tools. But please only use tools to automate what you've been doing manually.  ...more
Mike Flouton
VP, Product at Barracuda Networks

Monitor bookings growth and sales team productivity. Also, jump on tons of sales calls (you should be doing this anyway). Are they on message? Are they handling objections you taught them to handle? It should be obvious to you very quickly whether they are using your stuff. 

Kristen Ribero
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...more
Russ Heddleston
CEO at DocSend
There are a number of software vendors that focus specificly on allowing you to be able to do this. The category is called "Digital Content Management for Sales" by Gartner. The typical setup is that your reps can find and send links to content from their email, then get per-page stats back on who reads the content (and who it's forwarded to). Marketing then gets to see the aggregate stats on what's being used and via a CRM integration you can see how much revenue each piece of content influences. You can see a few criteria that are helpful to keep in mind while evaluating vendors here: htt...more
Jeff Chamberlain
Sr Dir Product Marketing at Origami Logic
That's a very tricky question as I'm guessing you know. I work in a smaller company so I simply poll my sales team and ask what is working and what isn't (and why). The sales team generally knows what content is having an impact. We do provide a lot of customer facing content via the resources page of our website and track downloads as an indicator as well. This problem gets a lot more difficult when you have a large, global sales team and don't have an adopted, centralized mechanism for accessing updated sales content. You ideally want a mechanism where sales can build their decks from the...more
Daniel Kuperman
Head of Product Marketing, ITSM at Atlassian

You have several products with release dates next to each other and limited resources, so what do you do? Here’s how you can think of this: first, identify the releases with the highest ‘tier’ or ‘priority’ (classification of release tiers vary company by company). The highest priority feature is typically the one with the highest impact in the market and that should get more enablement focus.

Gaurav Harode
Founder at Enablix
To measure effectiveness you need a tool. Just using a cloud storage platform like Google Drive or Sharepoint is not going to be enough. I also agree with Steve Fayer that the bigger an organization, the more expensive to deploy this kind of a tool. However, as the sales enablement industry matures and expands, this problem is bound to be addressed.  If you can have a content management/knowledge management tool in place, you can focus on the following metrics:  * Sales Engagement. Though some people may consider this metric to be superficial (since it doesn't tell you much about pr...more
Brittany Sudlow
Product Marketing Manager at Jumpshot Inc

If you want any kind of quantitative data, purchasing a tool is really the only way to achieve that. I recently evaluated all the sales enablment options and went with DocSend. You can track any content engagement to accounts in SalesForce which you can tie to eventual Closed Won and Closed Lost to track true ROI. 

I agree with the above comments for qualitative evaluation. It's all about building good relationships with sales so they will be transparent and candid about what works and doesn't work...with useful feedback. 

Sarah Lambert
SVP, Marketing at Buckzy Payments

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Diana Smith
Director of Brand and Product Marketing, at Twilio

These are all interrelated.

Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.

Hope that helps!

Derek Frome
Vice President Marketing at
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...more