Product Marketing
Sales Enablement
Sales Enablement
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Tue
Lindsay is right to flag the limits of simply asking. It is a starting point, not a strategy. Sales will almost always ask for more content. That is usually the wrong ans...
180 Views
Shopify Senior Product Marketing Lead • 11mo
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...
2760 Views
Director of Product Marketing • 1y
Some ways to measure the success of your sales enablement efforts includeSurveys: Every quarter, send a survey to the field asking questions about confidence selling to d...
243 Views
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 11mo
Visibility on both sides is key. What are the key changes on the sales team in terms of territory planning, sales tools/methodology/process, leadership priorities; as wel...
1763 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 23
The honest answer is that most PMMs don't actually have a system — they respond to whoever is loudest or most senior, which means strategic priorities get crowded out by ...
203 Views
Upcoming AMAs
For tier 1 product launches, how do you determine what lives in a live session versus LMS and sequence things properly?
People learn differently -- by reading, hearing, and/or kinetic learning. To meet everyone's needs without bogging folks down, how do you determine is the best way to train sales on what they need to know to be effective at selling and getting customers to buy?
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
The question I start with is pretty simple: does this require knowledge or practice? Product overview, messaging basics, competitive context, that stuff goes async. Reps ...
495 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 23
The MVP playbook question is one I've wrestled with for years. My answer: a playbook that gets used beats a playbook that's comprehensive every time. If it's too long, re...
226 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 23
AI is changing sales enablement in three concrete ways: what we build, how fast we build it, and how reps actually use it in the field.On the content side, tools like Hig...
218 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 22
Jen, Jeremy, and Christine have covered the platform layer well. The tools are table stakes. Where I've seen PMM teams fail is confusing activity metrics with effectivene...
157 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 22
Bruce and Adam both nailed the core issue: this is a value translation problem, and the only currency that matters to reps is quota.I'd add a structural layer. At UiPath,...
162 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Stepping back, let's differentiate the enterprise sales motion from the product-led growth motion:Smaller companies have less employees and, therefore, can often easily b...
1805 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
The problem is that content churn usually means people are working from different source material, or they started creating before the messaging was locked. PMM's job is ...
363 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
Be present before you need something. That is really the best answer. Reps like to work with PMMs they trust, and trust comes from demonstrating that you understand what ...
353 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
More than most PMMs think. PMM owns the positioning and competitive story that determines whether a rep can actually handle a tough conversation with a buyer. If you hand...
642 Views
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
In terms of customer evaluations (proof of concepts or vendor down selections) the best way to find this out, is actually to ask channel partners! They have tons relation...
561 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?
Bloomreach VP, Product Marketing • 10mo
You can. But if you're consistently getting out priced - I would really ask the question, 'are you priced and packaged well for your ICP?' A willingness to buy study, Wyn...
2047 Views
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
Find ways to make it interactive. For example, if you are training them on a new pitch deck, ask a well-respected sales rep, coach, or the sales team lead to actually do ...
2984 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 4mo
I don’t think the question is whether PMM creates a roadmap deck, but how that roadmap shows up in real customer conversations. In practice, the roadmap itself matters fa...
200 Views
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 • 4mo
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 • 4mo
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. ...
245 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
PMM enablement impact is rarely a clean attribution problem, and pretending it is actually undermines the work. What is fair is showing that materials are being accessed,...
375 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
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, ...
404 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
The biggest pitfall is mistaking output for impact. PMMs burn a lot of time building “perfect” enablement — beautifully designed decks, exhaustive battlecards, detailed d...
406 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
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...
403 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
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...
403 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 4mo
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...
1378 Views
Shopify Senior Product Marketing Lead • 11mo
Our stack has evolved over time, and I've learned that integrations between tools is often more important than individual feature sets. We are optimizing big time with AI...
1662 Views
Former SVP of Product Marketing at Quickbase • 3y
You want to spend time and resources on creating sales content that will actually be useful to the sale team, and here are two things you need to understand first
Have a...
1532 Views
Splunk Sr. Director, Product Marketing - Observability • 11mo
Sales messaging must be relevant, differentiated, clear, and drive intent - all while using customer language and avoiding jargon.Sales messaging has to resonate both int...
537 Views
Moloco Product Marketing Director • 10mo
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...
452 Views
Moloco Product Marketing Director • 10mo
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...
451 Views
Ironclad VP of Product Marketing • 11mo
There's a number of ways to do this, and with AI it's become even easier to get buyer insights at scale. 1. Tap into Gong/Chorus call summaries
Use Gong's "AI Briefs" to...
621 Views
Zuora VP Product Marketing • 11mo
Create customization at scale by using tools that allow reps to personalize content while maintaining brand standards.My immediate reaction to this question is: how can y...
529 Views
Splunk Sr. Director, Product Marketing - Observability • 11mo
Product marketers must earn credibility with sales by demonstrating deep market knowledge and creating bidirectional feedback loops.This might be a tough love answer, but...
517 Views
Anthropic Product Marketing • 11mo
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...
993 Views
Zuora VP Product Marketing • 11mo
AI is helping sales teams with prioritization, quick access to information, and better coaching through tools that analyze customer interactions.We're seeing significant ...
499 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
Chan Zuckerberg Initiative Product Marketing | Formerly Udemy • 5y
Prioritize the top sectors - pick 2-3 and then build a playbook you can replicate. I would also say, set realistic expectations with your GTM teams so they understand you...
506 Views
Splunk Sr. Director, Product Marketing - Observability • 2y
I think this is a symptom of bad persona guidance more than anything else. I have seen a lot of persona guides created by marketing teams that get too cute – with whimsic...
5128 Views
Shopify Senior Product Marketing Lead • 11mo
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 • 11mo
Great example from our Shopify Plus positioning:Initially, we positioned Plus heavily around "enterprise-grade scalability and customization" - very feature-focused messa...
1298 Views
Pressable Chief Marketing Officer • 1y
Generally speaking, I start with a relatively uniform bill of materials for each product to make sure we've got the basics covered in a consistent format. This includes t...
799 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 11mo
As I wrote in a different answer, Revenue and Sales Enablement can be a double edged sword. On one hand, Enablement is a critically important and effective channel to sca...
925 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 ...
1746 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 11mo
I've actually done a couple of things. First, I make sure we have a shared template around a few questions that we really want to have answered. And then every time someo...
1691 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 ...
5173 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 11mo
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...
1584 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 11mo
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 ...
2215 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 11mo
I think product marketers are most effective when they can create scaled content and activities for the most people. At the same time, it's also really important for prod...
7054 Views
Anthropic Product Marketing • 11mo
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 • 11mo
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...
943 Views