How to enable sales team who are not organized by verticals on vertical content?

Vertical agnostic sales teams are stretched too thin when it comes to focusing on multiple verticals. Delivering multiple industry positioning sessions has a low ROI. How to improve this?

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2 Answers

Industry Product Marketing Sales Content Sales Adoption Sales Enablement

John Heywood

Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 1y

My advice here is to start with horizontal product functionality, as well as messaging/positioning that is similar across verticals. Use this a foundation upon which you can build to go deeper into industry needs through: Specific use cases and applications Vertical-specific technologies Regulatory dynamics Industry parlance/verbiage As you dive deeper into Industry positioning, my suggestion is to start with what will be easiest for your sales team to understand. For example, it may sound simpl ...Read More

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Kevin MacGillivray

Pressable Chief Marketing Officer • 1y

It can be challenging to enable a sales team that covers multiple verticals or multiple products. A few things that help here: Limit the P0 priorities for the sales team to 1-2 major programs each quarter. Pick the top couple of programs, incentives, marketing campaigns, hero content etc. and lean heavily into these areas to drive focus. You don't need to ignore the other verticals/products, but this really helps focus training and enablement efforts. Build modular content and enablement materia ...Read More

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