What strategic value can Product Marketing and Sales Enablement partnership drive?

While I see PMM as the flywheel of the corporate trinity: Sales, Marketing and Engineering, and view our influence and relationship with all as important, the one stakeholder relationship tied most directly to corporate success is with Sales -- and Sales Enablement in particular. Unless Sales is successful selling, there is no need for Marketing or Engineering. In driving GTM strategy, PMM can ensure repeatable sales success, so that reps can focus solely on selling. So very practically, our wor ...Read More

It is one of the most important partnerships. There is a shared goal around enabling sales to sell by telling a consistent narrative and connecting with ideal customers through messaging and assets that will resonate. PMM and Sales Enablement should work together to identify and fill knowledge gaps that are blocking reps from moving deals forward (e.g. talking points against a new competitor or for a new use case) and ensure reps know where to find the right content. Sales Enablement is a great ...Read More

Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell more. Each team has an important role in driving revenue. Product Marketing focuses on developing content assets for the sales team to use throughout the buyer journey, and Sales Enablement ensures reps know how and when to use that content to deliver great buyer experiences and close more deals. Product Marketing and Sales Enablement are most effective when they're working with each other, rather than ...Read More

The relationship between PMMs and Sales Enablement can be powerful to ensure the field is getting and staying up to date with the product, the market, and the competition. Product Marketers do a great job crafting stories that drive product adoption and awareness. This information is curated through strong partnerships with the Product organization and Competitive/Market Insights team. If your organization does not have a CI team, that's ok - that means your PMM is a powerful treasure trove of m ...Read More

I think it's a hugely valuable and strategic relationship.  Sales Enablement is invested in the growth and performance of the sales team. They provide the systems, processes, and tools that reps need to ramp quickly, and continue hitting their quota. They ususally have credibility amongst the sales team and reps listen to what they say/ask.  For Product Marketers, this is a huge strategic partner. Our messaging, content, tools, etc. provide valuable content Sales Enablement can use in their trai ...Read More