All related (77)
Calvina Cheng
Head of Product Marketing at Zeplin
I meet with the sales leaders and sit with the AEs on a regular basis to understand what’s useful, how they’re using the enablement materials, and where the gaps are. Even though sometimes we think we’ve done a ton of training on a certain topic (new feature launch, competitor), if it’s not relevant for sales in the moment, they might not remember the training or that we even have certain assets to help them. At that point, PMM can join smaller team meetings to review material and/or hold another enablement session if there’s enough interest. We also do certification on things like 1st cal...more
Dave Kong
Head of Product Marketing at Scale AI
I'd break this question out into two separate ones: 1) How do you track internal adoption of sales enablement content? and 2) How do you track internal adoption of sales enablement? 1) How do you track internal adoption of sales enablement content? (heard quite often) If you have a tool (e.g. CMS, other platform, intranet, etc.), * Most tools will have several metrics built-in or capable of being extended: * Clicks / Downloads * Social Feedback * Comments * Reports If you don't have a tool, * Sales surveys / training surveys * Ad-hoc reporting 2) How do you tra...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
Molly Friederich
Director of Product Marketing at Snorkel AI | Formerly Twilio, SendGrid
This is tough to measure quantitatively without tooling in place to track how often collateral is used, so if that's an option for you, start there. Then be curious about what assets are used most often because they're familiar/readily available, and what assets are actually the most strategic. Without tooling, the goal is to create regular (e.g., quarterly) opportunities for your sales team to provide feedback on what they use and why. This doubles as an opportunity to reinforce everything that's available, how it maps to core positioning and messaging priorities, and gather ideas for h...more
Catlyn Origitano
Senior Director Product Marketing at Fivetran

We use Workramp for formal trainings - so we can see with that tool completion rates and if there are quizzes or assesments, how folks did on those. We have more informal training sessions called Scoops for our sales / csm team and then a Technical Scoop for our technical teams. We also hold office hours for newer, more technical product or feature releases. The overall questions and engagement - while more qualitative - help us assess how well enablement is going there.

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
Savita Kini
Director of Product Management, Speech and Video AI at Cisco
In addition to the above, since most companies are already using SFDC, there is a feature/plug-in SFDC - called altify where you could align content for sales based on type of accounts / segments etc which would include all the things they might need for a successful first conversation - slides, 2 pager, challenger framing (if you are using challenger methodology), vertical insights etc. This is almost like "just-in-time" sale enablement.  We were close to implementing it at Brocade with Sales and marketing leaders coming together. It was discontinued because of the acquisition. Would h...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.

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