If you were implementing a B2B Marketing and Sales Enablement program, what are the first 5 assets you would create?

Answer

6 Answers

Sales Adoption

Vanessa Thompson

Twilio Vice President Marketing • 5y

1) A (first call) pitch deck. This is a fantastic unifying asset that will help you hone your narrative and it can also serve as an educational tool for the sales team. You can use the pitch to walk through your logic and approach and then refine it based on specific feedback from your sales team. 2) A mid-funnel eBook. It might sound a little strange that this is on the line up so high, but now that we are all working from home, the selling cycle is a bit different. Leaving a prospect with some ...Read More

3,047 Views
Roopal Shah

Guidewire Software Vice President Product Marketing • 6y

Good question - to have to pick is tough but if I must, here are the main things I think every sales rep needs in their bag to be successful:

(1) First Call Deck / Pitch Deck

(2) Competitive Battlecard(s) (including how to place traps / how to arm against competitor's traps - shields/swords type of thing)

(3) Tough Q&A Log with really hard questions that a likely customer is to ask

(4) Value Map(s)

(5) Customer Stories

3,569 Views
Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • 6y

First, divide your efforts into “sales plays” (or depending on your company’s terminology they might be “sales motions” or “use cases”). Sales plays should each have a revenue target attached to them, and collectively, the revenue across all your sales plays should total the entire new business revenue goal. Next, define your “bill of materials” (assets) for each sales play. For our business, we have a Conversation Starter (2-4pg PDF of key market problem and our solution), Discovery Questions/A ...Read More

2,433 Views
Justin Graci

HubSpot Marketing Fellow - Partner GTM & Product Readiness • 3y
My answer would change depending on what we're talking about (B2b Marketing program vs Sales enablement program).

For a sales enablement program:
1. Pitch Deck
2. Product use case glossary
3. Case study
4. Discovery question list or Demo video
5. (this isn't necessarily an asset) Prospecting lists / target account lists w/ enriched data
8,063 Views
Harsha Kalapala

AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y

If you have product marketing and sales enablement as separate functions, asset creation should be owned by product marketing for the most part. Anything sales enablement creates should be in support of helping sales consume the content that’s already built — such as talk tracks, discovery questions, conversation narratives, etc. I tried limiting to 5, but I’ll share 7 basics (lucky you) I would ensure sales have in their hands to sell effectively: Buyer personas - Can you really sell if you don ...Read More

890 Views
Sarah Din

Former SVP of Product Marketing at Quickbase • 3y
I don't think there is a magic list of items you must have for B2B sales enablement. Every product is different and likely has a different sales process - which will impact the assets you develop. But the most typical ones can be:
- A master pitch deck that can be customized by the sales team
- A ton of great case studies
- Competitive battle cards against your top 5 competitors
- Demo videos - videos are always high on every sales list
- one-pagers to summarize your value prop
671 Views