Product Marketing
Sales Enablement
Sales Enablement
Okta Senior Manager, Product Marketing & Analyst Relations • 10mo
Materials most valuable for SaaS sales enablement include:Maturity model: build a maturity model for your domain and a questionnaire to assess where customers fit on that...
15470 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 10mo
The most effective ways to work with sales engineering for a technical product include:Build reference architectures: Have your PMM, Technical Marketing, or PM teams docu...
10440 Views
Amazon Product Marketing at Fire TV (Smart TVs) • 1y
In our team, we do weekly, monthly, and quarterly sales updates with marketing, GTM, product, BD, and others. Since sales is a key driver of company success, we focus on ...
1077 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
Boiling this question down, the single core asset that underpins successful Sales Enablement is most often the Pitch Deck / customer-facing slides.To be clear, the key as...
602 Views
How to enable sales team who are not organized by verticals on vertical content?
Vertical agnostic sales teams are stretched too thin when it comes to focusing on multiple verticals. Delivering multiple industry positioning sessions has a low ROI. How to improve this?
Pressable Chief Marketing Officer • 1y
It can be challenging to enable a sales team that covers multiple verticals or multiple products. A few things that help here:Limit the P0 priorities for the sales team t...
3408 Views
Upcoming AMAs
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
This depends on what it is you have to say, who you are saying it to, and how easy (or complex) you expect it will be for your audience to understand and put the informat...
609 Views
How do you get Sales up to speed when they aren't self-motivated learners?
ie when a new Salesperson joins, and needs to hit the ground running, but does not commit to self-learning.
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
This can be tricky, and the exact approach you take will depend on your organization and underlying issues. To start, I'd first want to understand why the Sales team is n...
606 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
While I'm not a Sales Enablement professional, I've been fortunate to have opportunities to move laterally in my career. I started in Sales (Account Management), then mov...
625 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
I would not frame this as "either/or," as you'll be best served by engaging both Sales Leadership and subsets of your sales org. Ultimately, how and when you engage each ...
621 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
The answer to this question in some ways depends on what your goals are. Are you looking to:Solicit participation in a Beta or Early Access Program?Are you trying to recr...
628 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
It's hard to identify a single thing that will solve your Sales team's needs, but if I must pick, I'll go with Case Studies -- or other Customer Marketing/Customer Advoca...
715 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 10mo
While it's true that product launch velocity and Sales adoption/knowledge/fluency can at times feel at odds with one another, it doesn't have to be this way.
Yes, Sales ...
15905 Views
What medium (slides, software, etc.) should be used to share product roadmap with customers without competitors getting access and without the risk of resources being shared that are out dated?
Trying to find a solution for our revenue team to share exciting product updates, while ensuring competitors don't get access to details and ideally not needing to make constant updates.
Former SVP of Product Marketing at Quickbase • 10mo
Here are a few approachesPublic roadmap - high-level themes and directions (competitors will see this anyway)Customer-only portal - authenticated access with more detail ...
901 Views
How do you plan for the year when marketing multiple products?
Considering that you have to do sales enablement, product launches, events, redoing messaging and campaigns
Adobe Head of GTM Strategy, APAC & Japan • 1y
I think this is the same situation whether it's a big or small company and prioritisation is the most consistent theme here. That and alignment to business objectives or ...
3356 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
Great question and the short answer is 'yes/no' haha! So in general it's really hard to get the broader organisations to be excited about persona's but one trick that I d...
1996 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Enablement can be delivered in multiple formats. It can be a full fledge broadcast session to the entire team, or it can also be a roadshow going into weekly team calls t...
730 Views
Director of Product Marketing • 1y
You need to look into the data and reach out to the sales team to understand why they aren't reaching their numbers.Was the KPI unattainable to begin with? Was it based o...
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4 Views
Snowflake Product Marketing Lead • 1y
With complex products, buyers need different content at each stage to build confidence and prove value. You can't just share a list of features and expect that to get dea...
2720 Views
ServiceNow VP, Product Marketing - CRM • 1y
This may sound simple but: create the enablement with them, not for them. When sales reps, and especially sales leaders, are invested in the content they will use it. You...
1361 Views
Veeva Systems VP of Product Marketing • 1y
First, be sure that you know the company strategy and sales goals, and actively partner with the folks setting those. They should be part of creating or validating the me...
751 Views
Veeva Systems VP of Product Marketing • 1y
One idea (I can't take credit for it) that we've implemented was sales confidence as a product marketing KPI. It can be a leading indicator to a change in win rate (if yo...
1874 Views
Veeva Systems VP of Product Marketing • 1y
Sales performance data can suggest a few things:At the product level, which ones are not meeting targets or are taking LONGER than expected to close? This could, for exam...
854 Views
Veeva Systems VP of Product Marketing • 1y
The "one and done" model for kickoff does not work, so it's a great question. What happens AFTER kickoff is equally, if not more, important than sessions at kickoff.Follo...
13191 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
Measuring the success of sales enablement comes to having clearly defined metrics that PMM can influence. There are a few key metrics you can use to measure the success o...
570 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5y
There are 2 main ways of tracking for success: Consumption Metrics and Outcome Metrics
Consumption metrics -- these metrics should be shared/co-owned amongst Enablement...
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2 Views
Amplitude Product Marketing Director • 1y
I think its fair to assume that initial product feedback may sometimes be mixed. so It is important to capture as much of it as early as possible. At Amplitude we use a v...
1518 Views
Eventbrite Global Head of Marketplace Marketing • 2y
I would prioritize based on business outcomes. Across the various product lines with sales enablement needs, which one is the most impactful in terms of getting customers...
932 Views
Ethos VP Marketing | Formerly Meta, Microsoft • 1y
Build relationships: The easiest and most straightforward way to get added to these calls is by having strong relationships with the folks hosting the calls. Invest in ge...
903 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
Multiple. People learn differently (hear, see, do), and repetition is key. When planning your training consider how you are offering multiple channels for the seller to l...
1071 Views
Twilio Senior Director, Product Marketing • 1y
One of the most important skills for an PMM is to tailor our content to the audience. Working with technical products like APIs, and recognizing that our buyers and users...
1570 Views
Over your career, what best practices can you share with working with the sales team?
More specifically:
who are you speaking with? how often?
what are sales teams typically asking for? what types of things can you deliver on/what types of things are not feasible?
what steps do you take to keep things productive? what types of situations are not productive?
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y
Often times I find the most vocal sales reps are actually not the best ones to provide you with feedback, and often end up distracting you. I like to form relationships w...
3218 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y
"Guarantee" is tough one, but a good way to make sure the official product message sticks is to make it stupid simple. I like to keep it to a 3 statement message. Early o...
1229 Views
Amazon Product Marketing at Fire TV (Smart TVs) • 1y
We reinforce our sales enablement training regularly, but the cadence is closely tied to the nature of our customers and the type of collateral being used. In fast-paced ...
1457 Views
Amazon Product Marketing at Fire TV (Smart TVs) • 1y
The top 3 must-have sales enablement collateral depend on the customer and the customer's preferred channels. In a B2B scenario, for example, whitepapers or case studies ...
1786 Views
Twilio Senior Director, Product Marketing • 1y
Enablement partners, like PMM, are balancing the needs and asks of multiple stakeholders. They sit in the middle of lots of initiatives and priorities, just like we do. A...
3362 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y
I think the pillars of a great sales enablement program are:
Regular touchpoints - sales enablement is a never-ending program. So you must create rituals to show how imp...
1015 Views
Integrated GTM Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
When enabling the team on small incremental features, I like to incorporate them into monthly or quarterly product update meetings alongside major releases. These enhance...
884 Views
How to track sales collateral usage, asking for advice and feedback
I’m looking at developing my own google docs addon to track and analyze docs (sales enablement) usage. I’ve looked into tools like Highspot, Klue etc.. but these are tough times to get budget for this sort of tooling. Which are the must-haves for you when it comes to track usage? what questions are you trying to answer?
Integrated GTM Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
Before tracking sales collateral usage, it’s important to know what you're tracking and why. This ensures you invest in the right solution. I personally find tools like H...
1780 Views
Integrated GTM Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
When creating sales enablement material for a global product, the approach can depend on the team structure. If the global team owns content creation, they should take re...
525 Views
Integrated GTM Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
The optimal cadence for creating and updating sales enablement content really depends on the type of content and how quickly things evolve in your market. For high-impact...
2052 Views
How do you get input from Sales on marketing content ideas and feedback?
Some of the best marketing ideas for content come from the sales team.
HubSpot Marketing Fellow - Partner GTM & Product Readiness • 3y
Great question. I suggest all marketers to collaborate with their sales team. At my previous company, marketers were required to shadow a certain number of sales calls pe...
3495 Views
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 2y
The best sales relationships come from the top. Where the PMM leadership, or marketing/product leadership is aligned with sales leadership on key OKRs and where and how p...
2088 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 1y
To effectively measure sales enablement success, product marketers should integrate both qualitative and quantitative methods:Alignment and KPIs: Establish shared objecti...
838 Views
Pressable Chief Marketing Officer • 1y
This one is always a challenge, especially in organizations with a large product suite. Here are a few tips.Create and prioritize updating a single source of truth that s...
6709 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
There are two approaches to consider here. First is the 80/20 rule. Create content and training material for the 80% of the deals that are standard. This can include mate...
1523 Views
Director of Product Marketing • 1y
If your sales team is not fully engaged with enablement, you may want to examine the meeting size and who is on it. I've learned from a PMM pro that bigger groups may not...
559 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I use a standard product marketing brief for launches that includes competitive positioning. I'll include a section for where we win along with key value props and differ...
439 Views
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
Salesforce Head of Product Marketing for Heroku • 5y
This is a classical problem for many developer-first companies. Without mentioning names, many have successfully figured out the working model with both strong developer ...
1545 Views
Director of Product Marketing • 1y
To get our field on board with new messaging, we worked it into every new asset they requested and every enablement session we hosted. In the initial enablement session o...
597 Views
Director of Product Marketing • 1y
There are a few different ways to measure sales enablement success. First, align with the head of sales to understand their goal and what success looks like to them. Does...
586 Views