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Senior Director, Product Marketing at Yext
I’m lucky to partner with a great Enablement team at Yext, so I cannot take credit for everything I mention in this answer! But, we’ve treated our best enablement efforts sort of like a “compliment sandwich” — start with the simple message, then open the hood to see the context and relevant details, and close out once again with the simple message. Wash, rinse, repeat.
I think it’s very common in PMM to be afraid of sharing too much detail — we all know how busy our colleagues in sales are, and we want to keep them focused on spending time with customers, rather than distracting them with too much content. But, we shouldn’t hide things from them. They are smart people!
Another strategy here (once you’ve enabled them on the core messaging, of course) is to make sure they know that details are available and where and how to find them, rather than making them learn all the details right from the outset. This allows them to decide when they’re going to check in and learn on their own schedule.
Director of Product Marketing at Pendo.io
I think two things really help here.
1. Make sure you're aligned with their incentives and what they want. We went
through this recently and found the sales team was really hungry for something
new to sell. We gave them a new way to hit their numbers and as a result they
really worked hard to...more
Director, Retailer Product Marketing at Instacart
* Instead of focusing on the features, start with the use case -- why are we
launching this we sub-product? What problem does it solve for our key
personas or existing customers? Do we have examples of users adopting this
product?
* Once you have an understanding for how/why people are...more
