How do you prioritize sales enablement needs across different product lines?

Answer

8 Answers

Sales Adoption

Vanessa Thompson

Twilio Vice President Marketing • 5y

Prioritization is always tough. Every stakeholder has a different perspective on what they are looking to achieve. The ultimate goal of sales enablement is to make sure the sales team is equipped to sell and i’d also add they should focus on “selling what is on the truck.” To share a bit more of my mental model about the elements to consider when prioritizing: 1) Where are the biggest areas of opportunity? Are there any specific products or use cases where we are differentiated and we have a cle ...Read More

1,701 Views
Daniel Kuperman

Jellyfish VP of Product Marketing • 5y

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.

1,183 Views
Mary Margaret

Grafana Head of Solutions Marketing | Formerly HubSpot • 5y

Really good question and there are many ways to address this. The best way in my opinion is to zoom out and look at it through the lens of the company's main goals (usually revenue goals). Are those areas being served well? Also, where are there the biggest knowledge gaps? You have to be careful on this one though since while there may be a knowledge gap in one space if reps are not going to prioritize that space, it will likely be wasted effort. So alignment with the business goals and sales s ...Read More

935 Views
Alex Lobert

Meta Product Marketing Lead, Facebook Monetization • 2y

My team is probably tired of hearing me tell them to “think like a business owner.” But that is the frame I recommend when making prioritization decisions — including sales enablement. Very tactically, I believe this means using your finite resources to get the biggest return for the business. In this case that means asking two questions: Which product lines have the largest incremental opportunity for the business? And which would benefit the most from improved sales enablement? What is the inv ...Read More

1,466 Views
Mozhdeh Rastegar-Panah

Zendesk Senior Director Product Marketing • 2y

Prioritizing enablement is such a difficult question but ultimately I would ensure that you have alignment with: where you see the business is focused, timing of upcoming launches, and complexity of content. I've shared a tiering structure as well in a prior comment based on a variety of delivery methods. Ideally you have a tight connection with your Sales / Sales Strategy team - but if you don't, a good rule of thumb is to follow the $. Understand the price points of your products and what the ...Read More

1,796 Views
Yify Zhang

Eventbrite Global Head of Marketplace Marketing • 2y
- I would prioritize based on business outcomes. Across the various product lines with sales enablement needs, which one is the most impactful in terms of getting customers to choose you as their provider?
- Are there also ways that you can combine the various product lines into themes of value props, so that your enablement assets are speaking to a need customers have, as opposed to single features. This also allows you to tie together needs across different product lines.
933 Views
Rajendran Nair

Medallia Vice President Product Marketing • 4y

I am not sure I understand this question but let me try. It starts with the corporate objective - what is the revenue goal for each product. Sales Enablement will need to focus on the product by priority.

You also need to consider the lifestage of the product. For example, a new product may need additional focus as you evangelize it with the sales team.

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354 Views
Jeff Rezabek

Workyard Director of Product Marketing • 1y

When prioritizing sales enablement needs, you should look at the business goals. Which ones are most important and how is your field team tracking towards those goals? If the field is having trouble meeting those goals, you'll need to connect with the team to figure out where the problem is (messaging isn't landing, confidence selling to a certain buyer or against a competitor, lack of understanding of product or space, etc.). Do this in smaller groups so individuals feel more comfortable sharin ...Read More

262 Views