All related (58)
Gregg Miller
VP of Product Marketing at Oyster®
The best thing you can do is go out and listen to reps pitch the product and how customers respond. After 12-20 calls or meetings you'll start to get a pretty good idea of what content is getting used most (and what isn't getting used at all). This is where I'd start. If your organization has budget, there are also tech tools that can help give you better visibility. Content Management Systems like Seismic can track rep and client engagement with every piece of content at each step of the sales funnel -- but this only works if everyone in the organization consistently uses the platform. T...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing) at Square

Our sales team are always asking us for 3 things:

  • A kick ass product intro/ overview deck - generally used for reps to go over with prospects
  • Competitive battlecards - how we stack up against our competition and where we win
  • Case studies - tangible upside that customers have gotten by using our products

These are the foundations in my opinion.

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
Peter Mertens
Manager, Sales Readiness at Sprout Social, Inc.
I'd echo what Stephen said at the end there. Often times, I'll find that we have created a fantastic piece of content, only to realize that nobody on sales has used it becuase they don't know where to find it or at what stage in the sales cycle it is appropriate to use. Therefore, I spend a lot time thinking about how each piece of content should be used, when and whether it is easily discoverable or not.  To get better visibility into what content the team uses most frequently and what content closes deals, I spend a lot of time talking to sales reps about specific deal cycles. I ask th...more
Steve Feyer
Product Marketing Director at Eightfold.ai

Carrie's answer is spot-on. I would add that our reps also ask for data sheets, model RFPs and, increasingly, for explanatory videos. In my role today, I don't get any visibility to usage beyond download volumes and the questions I get directly from the field, so it's directional.

Almost every company I've seen has more content than they actually need for selling.

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.

Huzaifa Dalal
Senior Director Product Marketing at CrowdStrike
It depends which stage and how large is the enterprise one is targeting.  1. 30sec pitch/ 3 min pitch deck/ 30 min pitch deck - all are required  2. Kill sheets/ Cheat sheets/ (battle cards as Carrie mentions above) 3. If the customer is at lead stage - they need to know the content of emails, if the customer is at a discover stage (how can you arm them with industry data that excites them about your solution). Content that guides them in giving an interesting demo with perspective of the audience. How to close and sign up on the product - the path needs to be drawn up. Documents that ...more
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 Fin.com
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