Question Page

What are the essential pieces of sales enablement content that every company should have, and how do you measure their effectiveness?

Kevin MacGillivray
Shopify Director, Revenue & Product MarketingSeptember 25

I'm going to go a layer deeper on this answer (vs. traditional stuff like pitch decks, one pagers etc. --> which of course are all very important must have). Here we go:

  • A set of data driven claims that show what has been possible in aggregate for existing customers/users of the product in question.

  • A library of case studies that demonstrate HOW existing customers/users were able to achieve positive outcomes (like the ones illustrated in the claims above) by using the product in question.

  • An ROI calculator tool of sorts that leverages a prospects own data inputs and business parameters that gives them a real time sense of what they could achieve with the product in question.

Combined these three things help a merchant see themselves in the numbers and paint a picture of what is possible!

928 Views
Developing Your Product Marketing Career
Thursday, January 23 • 12PM PT
Developing Your Product Marketing Career
Virtual Event
Ibrahim Musa
Anna Gallop
Bianca Laurendine, CSM, CSPO
+366
attendees
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Susan "Spark" Park
Susan "Spark" Park
Monzo Director of Product Marketing
Jackie Palmer
Jackie Palmer
ActiveCampaign VP Product Marketing
Alissa Lydon
Alissa Lydon
Dovetail Head of Product Marketing
April Rassa
April Rassa
Clari VP, Solutions Marketing
Natala Menezes
Natala Menezes
Dialpad Vice President Product Marketing
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product Marketing