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4 Answers

Christy Roach
Airtable Senior Director, Portfolio & Engagement Product Marketing • December 9
Enablement is one of the most critical and often most difficult parts of the launch. The key to remember is that, usually, the product launch is just part of the overall sales process, and you need to treat your enablement as such. Very rarely will a customer-facing team drop everything for a new......Read More
826 Views

Emily Ritter
Mode Analytics VP of Marketing • August 6
Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training......Read More
1337 Views

Christine Sotelo-Dag
Mode Analytics Director of Product Marketing & Customer Marketing • November 23
A few things we've evolved over the years as we've trained sales teams for launches. Rather than leaning on broad sales trainings that include the entire sales org, we've tried smaller trainings for specific regions or teams that are tailored specifically to what is most important to them. We'......Read More
494 Views

Daniel J. Murphy
Marketing Strategy Consultant • September 22
This is not a great answer but the best approach for enablement is overcommunicating. Taking every opportunity to pitch the launch: why it will make sales more money, why it will help CS save customers, etc. Not just at meetings but on Slack every week too. Share updates, share customer feedb......Read More
767 Views
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James Winter
Spekit VP of Marketing • August 22
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 th......Read More
1169 Views
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 12
Launching too soon is a major red flag--I wrote all about it in a recent post ! What distinguishes a "meh" product launch from a great product launch? 1 - Showing the product in your assets and launch material 2 - Having customer testimonials that your product is as good as you say it is 3 -......Read More
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Sherry Wu
Gong Director of Product Marketing • July 19
In my experience, this is one of the toughest things as a PMM. You always see the potential upside for making an announcement, and you can spin a story out of anything / convince anybody why something matters. But really, you need to exercise a lot of restraint to avoid overloading your sales tea......Read More
1043 Views
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Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • February 18
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......Read More
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Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • January 16
At Adobe, it's been a pleasure so far to work with many cross-functional teams for a product launch. For my team, Adobe Advertising Cloud, which is on the B2B side, we work with the following teams: - Product / eng - Program management (which is the organizational arm and keeps eng timelines......Read More
1561 Views
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Manav Khurana
New Relic Observability Product GM • October 10
I am a big fan of drumbeats. People are busy and it's easy to miss one large product announcement and even if your audience sees the announcement, it's easy to forget about it. My favorite packaging approach is to have a broad theme ([your service] keeps getting better, a commitment to secur......Read More
4522 Views
Related Questions
What has worked for you when trying to scale product training to a large field of sales reps at mass? Product of course wants a new product out in market ASAP. Do you have any tips on how you can negotiate with them to prioritize a solid launch which may mean a couple extra weeks of planning? What's a solid timeline in your opinion?How do you manage small product releases that don't warrant a big splash, but are important for users to know about? What kinds of activities and deliverables do you use?How do you prioritize sales enablement needs across different product lines?What are the different teams that come together for product launches at your company? as a % significance through the launches, how important is sales/field enablement?How do you package up a bunch of small feature enhancements to tell a bigger story that will interest people?