My company commissioned a research report with a 3rd party (HBR), and wants to "go big" with promotion and activation in the market. Have you done this before with success? What was your strategy in terms of Sales Enablement?

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3 Answers

Sales Adoption Sales Metrics Sales Enablement

Ryan Fleisch

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

Exciting! Build a three-prong strategy around how you’re going to directly promote it, how you’re going to get the industry to promote it, and how you’re going to get your client-facing teams to promote it. 1) Direct: showcase it our webpage and make it a gated asset so you can collect leads from it. We put our Forrester and Gartner reports front and center on our website with this approach. Send focused emails around the report, include it in newsletters, and put some paid advertising behind it ...Read More

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Vanessa Thompson

Twilio Vice President Marketing • 5y

This is a great tactic. Research is a great way to drive energy and excitement around a ‘theme’ you want to focus on. I have done this before and it was the single largest pipeline driver for us. We connected the campaign and promotion with another in-person event so that we were streamlining and capitalizing on the momentum we had around that event. The role of sales enablement here was that we used the outcomes of the research to enable the field specifically on discovery and objection handli ...Read More

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Ajit Ghuman

Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 6y

This is not unlike a company getting a top quadrant spot in a Forrester or Gartner report. More often this will involve some PR + Webinar(s) + Blogs + Ready to use materials for Sales. Specifically for Sales Enablement. you should train Sales on how to talk about this 'important accomplishment' via a short training that covers: 1. Why this is an important achievement? 2. How this piece helps your prospects gain new insights or come to a better buying decision 3. If there is an ROI component ...Read More

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