All related (29)
Katie Gerard
Product Marketing Lead at Klaviyo
It depends on where these requests are coming from! I'm always cautious with competitor specific one pagers because it's so easy for these to get back to the competitor. I've personally seen slides our competitors have made about us and this is a) legally risky b) detrimental to any partnership you might have with your competitor c) super easy to debunk when you see it neatly written down! We do come up with "battlecards" for all our major competitors that Sales can use to quickly respond to some of the most common competitive objections with key talking points. I'm more supportive on on...more
Dave Kong
Head of Product Marketing at Scale AI
For requests in general, the very first thing i recommend doing is evaluating if the request is within your defined set of PMM responsibilities. If not, I would turn down the request because accepting those sets an unsustainable precedent. If it does fall within your scope, then I generally look at:  * Alignment with PMM or business goal * Impact * Reuse-ability * Effort * Confidentiality  I, actually, no longer let content requestors set the requirements for content. The requirements you’ll often get typically have a narrow point of view and a specific use case built around the curr...more
James Winter
VP of Marketing at Spekit
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 that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...more
Hien Phan
Director of Enterprise Product Marketing at Amplitude

I agreed with David on who is requesting the document. I would think about the buyer journey and the sales process, and ask myself would the leave-behinds or one-pagers move the funnel? I would also confirm my hypothesis with multiple sales reps at different levels of performance. Usually, if there is a problem, it will showcase itself across a wide section of the sales team. I would apply the same methodology to a CS team.  

Dave Daniels
Founder at BrainKraft
First, who is requesting the docs? Is it an internal request (sales) or an external one (buyers)? The key to answering that question is to have knowledge about your buyers and how they buy. I'm guessing that the information in question is already on your company website. Buyers are going there already.  The short answer is... if a buyer needs it to help them move forward in a buying decision, do it. Otherwise ignore the request, explaining why it's not a good use of company resources. If you don't know what buyers need, you will always be at the whim of the next sales rep who requests a ...more
Daniel Kuperman
Head of Product Marketing, ITSM at Atlassian

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 typically the one with the highest impact in the market and that should get more enablement focus.

Dave Kong
Head of Product Marketing at Scale AI

I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance.

A balance between: What are metrics indicative of your business / GTM goals? AND What you can control?

This requires leadership buy-in from multiple groups — ideally they would understand Marketing and Product Marketing (this is not always the case!)

Based on Your Goals, I would then identify metrics. Some examples below:

  • GTM / Revenue Initiatives —> Before and After Analysis (ideally based on something specific)
  • Content —> Content Metrics 
  • Support —> NPS 
Roopal Shah
Head (VP) of Global Enablement at Benchling

Your CMS (content management system) should have some sort of archiving parameters in place that should remind the PMM team when things get stale.

With that said, all the reminders in the world won't matter if people ignore them, so I recommend you also have a "librarian" of sorts manage your content site - whether it's in a sales portal or in another tool, someone who is in charge of managing the site, tracking metrics, and also monitoring / organizing PMM when content needs to be refreshed/archived.  

Gregg Miller
VP of Product Marketing at Oyster®
Man, I love this question! As PMMs so much of our work only has impact if it has engagement from others, and the only way to get that engagement is by having credibility in the organization. This won't be a perfect list or exhaustive, but some things that come to mind are: * Take the time to understand their world: Get out in the field with them, get to know them over drinks, learn what customers are saying about how the product is/isn't meeting their needs, see how our assets do in the wild, etc. There's so many steps we can take to demonstrate we care, that we recognize t...more
Charlene Wang
Vice President & Head of Marketing at
Great competitive analysis comes from access to the right information, meaningful insights into the data, and addressing the needs of sales in real-time.  From an information access perspective, it's important to find the right sources of information first and to do this efficiently. This should come from figuring out both what you can easily access from sources available to you (perhaps online research and analyst perspectives) and where it makes sense to put in th effort to dig out further information (for example, finding former customers or industry experts who can provide specific i...more