How do you obtain a solid understanding of how Sales sells your product?

Marketing seems to have limited access to Sales and is not invited to sales calls/meetings. How can we possibly develop B2B marketing strategy without this insight? What am I missing?

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3 Answers

Go-To-Market Strategy Launch Channels Launch Enablement Launch Strategy

Amanda Groves

Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y

Do you have access to a listening tool like chorus or gong? I find when we can't be in the room, listening to how sellers pitch after calls have concluded helps us gain insight on how to iterate or improve on strategy. Another option would be to peruse customer success/support tickets to identify gaps in perceived value. I would also encourage you to ask to join calls as a ride-along or silent observer!

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Tracy Montour

HiredScore Head of Product Marketing • 3y

It's critical to stay aligned with how Sales is messaging and selling your product. Even more critical to see how customers react, engage, and ask questions. If you have a service like Gong, it can help you watch recordings and get deeper insights. If you don't have a call recording solution, ask your sales team if you can join calls as an observer so that you can better support them.

473 Views
Robert Campbell

B2B GTM Marketing Leader | Fintech, Payments, SaaS | Marketing Consultant | Formerly PayPal, eBay • 3y

Talk to Sales! This is seemingly the most obvious, but layered within this step is the importance of understanding how Sales sells across the team. Talk to the top performers and see if you can sit in on calls, or if your org has a tool like Gong that records sales calls, use that as a tool to extract as much about the buyer journey and customer problem statements. This will help you see what's working today in the sales process. But that's not all! Do the same for your newer less experienced sa ...Read More

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