Product Marketing
Sales Enablement
Sales Enablement
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Thu
Liz, Jeff, Sarah, and Jeremy have covered the core pillars well. The angle I'd add is what changes when your product involves AI, and the buyer has AI skepticism baked in...
40 Views
BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y
I think there are a few key things that help get sales more engaged during enablement sessions:Involve sales before the session for input on topics and content.Use real-w...
269 Views
How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
There are many reasons why a price war could happen, and without more context into the market/players, it would be hard for me to say. It’s true that for nearly all trans...
4624 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 10mo
There are a couple of things to consider there. First of all, you are a seller to the salesperson. You have to convince them that your product will give them the easiest ...
10162 Views
Writer Head of Solutions Marketing • 10mo
I love this question, bc you nailed it! Partner with sales and success to present the roadmap. I've worked with product to create a roadmap deck. In one organization, we ...
11966 Views
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How do I set up an enablement function? What is some groundwork that needs to be laid?
I've been hired to accelerate a very new enablement function at an organisation - with a specific focus on sustainability. Sales need to be trained on how to have conversations around sustainability with our customers. We have a 3000 strong salesforce, spread across different regions, in different business areas. We're a newly formed organisation after a merger, and sustainability is the very DNA of how we do our business, so this is very critical to get right.
ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • 3mo
Start by being explicit about the problem you’re solving. Enablement fails when it tries to do everything.The groundwork is alignment: with sales leadership on what “good...
234 Views
ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • 3mo
Yes — but not as polished case studies.The most effective win stories are fast, messy, and specific. What triggered the deal. What almost killed it. What finally landed. ...
244 Views
ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • 3mo
Most teams over-index on asset views and under-index on behavior change.Basic usage metrics matter — opens, downloads, time spent — but they’re table stakes. The more mea...
218 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3mo
The best approach to working with sales is to start by earning the right to influence, not by showing up with answers. Sales lives in a reactive world — live objections, ...
402 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3mo
The biggest pitfall is mistaking output for impact. PMMs burn a lot of time building “perfect” enablement — beautifully designed decks, exhaustive battlecards, detailed d...
398 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3mo
PMM for sales isn’t about shipping assets, it’s about making selling easier. If sales conversations get tighter, objections get sharper (and fewer), and reps sound more c...
402 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3mo
The formats that work best are the ones that actually show up in real sales conversations — not the ones that look good in a content plan or are overly designed.. Early o...
401 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3mo
An exceptional one-pager doesn’t explain the product — it reframes the buyer’s reality and gives the rep language they can use immediately. Average one-pagers list featur...
1364 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 1y
Technology to support sales enablement will vary significantly, with key factors around product marketing’s responsibilities, size of the organization, and budget. Less i...
1163 Views
Ironclad VP of Product Marketing • 10mo
Start with your sales team’s pain points and your buyer’s decision process. Some of the most effective case studies and content my teams and I have built came from riding...
1650 Views
Zuora VP Product Marketing • 10mo
Getting sales reps to truly believe in the product's value is challenging until they see firsthand customer success.I completely agree with Madeline. I'll add that I've b...
535 Views
Moloco Product Marketing Director • 9mo
I have been fortunate to work with some great Sales Learning leaders, and I think the biggest consistent difference I have seen between training that goes well and that d...
446 Views
Moloco Product Marketing Director • 9mo
More to come on this as I am in the process of rolling out a new way to track using the concept of a Buying Committee which tracks activity and engagement of key decision...
450 Views
Moloco Product Marketing Director • 9mo
Gong will be your best friend for this! So you can create a system for your team using it. Gong gives PMMs a direct line into real customer conversations without needing ...
421 Views
Moloco Product Marketing Director • 9mo
Yes—but only partially. While sales feedback is valuable, relying on it exclusively can lead to a narrow or skewed perspective. Sales teams can have recency bias and/or p...
1937 Views
Splunk Sr. Director, Product Marketing - Observability • 10mo
Invest in small-forum roadshows for new messaging where sales can provide feedback, and involve sales in developing the messaging.I work in a much larger company now than...
551 Views
Google Global Head of Growth Go-to-market, Google Maps Platform • 10mo
Building credibility is challenging but pays dividends, especially when product marketers experience the sales process firsthand.I completely agree with everything Michae...
550 Views
Anthropic Product Marketing • 10mo
One of the challenges of being a product marketer is that oftentimes we don't own a number, but are responsible for the success. When I think about sales enablement, ensu...
991 Views
Splunk Sr. Director, Product Marketing - Observability • 10mo
AI is influencing sales through productivity tools that help research accounts, prep for meetings, track deals, and simulate customer interactions for practice.I'm seeing...
500 Views
How do you navigate sales enablement at a startup that serves multiple sectors of the market and has limited resources?
We are moving upstream from working with executive search firms and recruitment agencies to working with in-house enterprise and MM companies. Each type of firm needs the software for recruitment purposes, but each has different pain points and feature interests within the platform
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
Horizontal and adapt OR prioritize and tier.
You can't be everything to everyone so be everything to someone and go from there. Any time there are limited resources you...
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22 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 5y
The answer depends a bit on the situation. Here are two scenarios/examples.
Scenario 1: Sometimes sales has a ton of institutional knowledge around their target custo...
1538 Views
Adobe Head of GTM Strategy, APAC & Japan • 2y
This is definitely one of the trickier elements of sales enablement and the quantifiable value driven through product marketing into sales enablement. In short much like ...
6221 Views
Shopify Senior Product Marketing Lead • 10mo
Adoption is the make-or-break challenge! Here's what actually works:Make It Stupidly Easy:Integrate into existing workflows - Content suggestions pop up in Salesforce bas...
695 Views
Shopify Senior Product Marketing Lead • 10mo
Great example from our Shopify Plus positioning:Initially, we positioned Plus heavily around "enterprise-grade scalability and customization" - very feature-focused messa...
1297 Views
Ethos VP Marketing | Formerly Meta, Microsoft • 1y
Manage sales requests like a product roadmap: Create a spreadsheet or log of requests, and then try to size them. How many people asked for them, how significant/detailed...
1462 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 10mo
I’m going to assume that by GTM you mean the overall go-to-market process which spans 1.) product launch and announcements to sustaining 2.) the lifecycle of your product...
1210 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
Competitive intelligence is great resource and team to collaborate with, if you have the opportunity. I work closely with this team to help me uncover details on the top ...
1745 Views
Shopify Senior Product Marketing Lead • 10mo
Great question! Our end-to-end process is definitely segmented based on both funnel stage and lead type. We have different journeys based on if they are a net-new custome...
2756 Views
Twilio Senior Director, Product Marketing • 1y
One of the best things we can do as PMMs is talk to customers; joining sales conversations is a great way to gain a better understanding of ICP, customer pain points, and...
3636 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
There are tones of recommendations that you'll find in a simple search that include battle cards, sales scripts, slide ware, and more, but to prioritize what is going to ...
5161 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 10mo
What I like about Competitive Intelligence, is that they are doing the research that you need to be able to help you build your market position and even your messaging to...
1582 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 10mo
It is true, it is hard to track the impact of sales content sometimes. I've usually done a couple of things. First of all, look at the downloads and views of the content ...
2209 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 10mo
This is a great question, and also a good one to answer early, as its sets the tone for what the relationship between PMM and Sales will be over the next months, quarters...
1854 Views
Anthropic Product Marketing • 10mo
First, I would ensure you have foundational materials in place: a first call deck, competitive battlecards, discovery playbook, and demo flows. From there, I would focus ...
938 Views
Anthropic Product Marketing • 10mo
Nothing is more frustrating than spending hours on enablement that sits unused. This is why testing and validating content with teams before rolling it out is a crucial s...
942 Views
Anthropic Product Marketing • 10mo
Finding the balance between keeping sales teams informed without overwhelming them is tough! The key is having multiple channels and content formats.For example, we do mo...
1038 Views
Anthropic Product Marketing • 10mo
First, you need to you need to understand their goals, and how you can help them. I start by having one-on-one conversations with sales leaders to understand their specif...
17359 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 10mo
Good question, and the last one I'll be able to answer today. The way I think about sales enablement across PLG vs sales-led motions is to not forget the spirit of what y...
1106 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 10mo
I would love to better understand this question. Can you please rephrase?In general, whenever I hear someone talk about a “GTM team”, I get nervous because that label can...
1134 Views
Glean Head of Industry Marketing | Formerly Docusign • 10mo
In the enablement, be clear on who this is for. Maybe not every seller needs to be “certified” on every new market or vertical. Engage with the sales teams who have those...
1366 Views
Glean Head of Industry Marketing | Formerly Docusign • 10mo
Instead of “pieces”, I recommend approaching this as “topic areas”. The specific format can vary from a one pager, to battlecard, to messaging doc to slideware or a landi...
1269 Views
Integrated GTM Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
One common misconception about product marketing is that it's solely about aligning with the product and marketing teams, but it's just as important to align with sales. ...
595 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Measuring the success of your enablement program involves:Sales Performance: Revenue growth, win rates.Adoption: Adoption rate, usage data.Training: Certification complet...
624 Views
Twilio Vice President Marketing • 5y
There is a bit to unpack in your question here so i'll focus on the product release element. We ‘size’ each release and the associated size determines a list of activitie...
1662 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 10mo
To create a repository of enablement material that actually gets used:Build a central company pitch book that includesTop personas in your market, what they care about, a...
782 Views