Hello,
Its important to understand your sales cycle from Leads, Discovery, Demo, Negotiations, Close to Customer Success - what in the cyle is causing your deal velocity to slow down and why.
Are there more elements of Education required? Are you spelling the functional value of the products correctly, or is it the value of doing business with your company - not clear.
Dig a little more - and the answer will be right there :)
The essentials - and SDR deck, a first call deck, a standard intro demo, competitive intel and customer stories. Outside of those standards, our sales team really values our customer facing roadmap. And outside of standard 'big logo' customers testimonials - the more specfic industry / segmented testimonials we can provde - the better.
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.
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:
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.