Sales Adoption
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
In smaller settings, asking sales to playback what you've enabled them on helps reinforce enablement. Ask them to practice explaining a new feature to you or giving you a...
737 Views
Percona Director, Product and Solutions Marketing | Formerly CloudLinux, AlmaLinux, Japan Tobacco International • 2y
I'd start with an initial Sales Confidence survey to see how confident your current team is with selling whatever you are selling. The survey will provide you with the ne...
227 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...
931 Views
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
With any content, you have to be clear on why sales should care. How is it going to help them close a deal faster, increase the size of that deal, retain or grow the acco...
1007 Views
Ethos VP Marketing | Formerly Meta, Microsoft • 1y
Every PMM has experienced the issue of creating sales enablement materials, sending them "into the void", and not knowing how/where they're being used or if the sales tea...
1539 Views
Gem VP of Marketing & Partnerships | Formerly Mixpanel, Slack, BlueJeans, Cisco • 6y
If it’s a specific rep you’re having trouble with, I’d recommend just having a quick conversation with them about where the confusion is stemming from. They might have so...
1540 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
Super useful, as all your content :)
2233 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...
1773 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
The gap between knowing something and doing something about it is closing faster than most teams are ready for. Things that used to take weeks, like figuring out which ta...
387 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
Eventbrite Global Head of Marketplace Marketing • 2y
Gamify the session as much as possible - ask questions to recap each part of the session, and reward points Make it really clear at the start of session what's in it for ...
1040 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...
1663 Views
Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 1y
I love this question as customer advocacy is critical and should be part of a standard sales enablement program for priority launches and initiatives. There are many cons...
749 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
Former SVP of Product Marketing at Quickbase • 3y
If you have limited resources, the only thing to do is to prioritize. You cannot try to do it all at once, so focus on the ones that will make the biggest impact.
For i...
543 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
For sales enablement content,I look for a few very specific elements:First, how does it motivate the salesperson, And the answer is always back to how they'll get paid an...
2731 Views
Anthropic Product Marketing • 11mo
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...
17709 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
The most important KPI is win rates and cycle time - are you seeing an increase in win rate and shorter cycles. While measuring these KPIs and tracking for trends, it's a...
1389 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
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?
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 11mo
My advice here is to start with horizontal product functionality, as well as messaging/positioning that is similar across verticals. Use this a foundation upon which you ...
3387 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 • 11mo
Here are a few approachesPublic roadmap - high-level themes and directions (competitors will see this anyway)Customer-only portal - authenticated access with more detail ...
902 Views
Orkes Head of Marketing • 5y
I would tailor the cadence and materials to your audience. You need a general track for all sales reps to highlight the 90-day roadmap updates, highlight key launches and...
1184 Views
HubSpot Marketing Fellow - Partner GTM & Product Readiness • 3y
This depends on how your organization is structured and what responsibities you define for Product Marketing. Sometimes product marketing plays a big role in enablement, ...
2556 Views
Zendesk Senior Director Product Marketing • 2y
Prioritizing enablement is such a difficult question but ultimately I would ensure that you have alignment with: where you see the business is focused, timing of upcoming...
1795 Views
Ethos VP Marketing | Formerly Meta, Microsoft • 1y
Keep it simple, stupid. This is where many folks tend to overengineer in an unnecessary way. I find the following to work great, and have used this at both startups and F...
1067 Views
Director of Product Marketing • 2y
The components of a good sales enablement training program are:Metrics: Know your goal for building the program and create a baseline before you get the program off the g...
334 Views
GTM & Marketing 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...
885 Views
GTM & Marketing 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...
540 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...
840 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.
Amazon Product Marketing at Fire TV (Smart TVs) • 2y
I think at the core of it the goal of the PMM team still remains the same: enabling sales by understanding the target audience deeply, speaking their language, and meetin...
1262 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
Product Marketing Leader | Formerly Box, Postman, YouTube, McDonald's, Samsung • 2y
Like any other sales enablement asset, a 2-pager asset that incorporates multiple customer quotes and case study stats needs to be clear, concise, and effective. Here’s a...
213 Views
Spryker Senior Product Marketing Manager • 1y
There are plenty of ways to repurpose and reuse created content, especially when you look at how limited resources are in most companies.Depending on whether you'd like t...
617 Views
How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
Would love to get your perspective on generating excitement around your new product, vs. continuous enablement on the core capabilities of your solutions
Google Global Head of Growth Go-to-market, Google Maps Platform • 4y
If your sales team is like any sales team I've been privileged enough to work with, your team is full of highly savvy individuals who know what needs to get done to hit t...
1255 Views
Splunk Sr. Director, Product Marketing - Observability • 2y
I'm a proponent of standardizing the core bill of materials PMM teams produce for sales enablement, both to keep your PMM team focused and avoid one-off requests, and to ...
6139 Views
Oracle Senior Director of Product Management • 4y
Sales is most likely to use an asset that product marketing creates if they influence the asset as it comes together. I like to create a working team with a cross-section...
1067 Views
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • 6y
This is a tricky one because ultimately you want everything to tie back to revenue (usually in the form of new versus growth versus retention), but you can never fully ho...
2505 Views
Zendesk Director of Product Marketing • 2y
This is a good question and one that is likely debate-able. I don’t think I’ve seen evidence to prove this one way or the other. However, being part of a global software ...
2375 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y
I don’t incentivize sales for this. Any such incentives will be short-term band-aid attempts. I dont see them solving a problem. A well-trained salesperson should know w...
317 Views
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 4y
If the playbooks are insightful and get used... I'm not frustrated! ;)
Creating sales playbooks is frustrating when we're in a loop of perfection over progress. Oftenti...
579 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
In my experience, successful enablement practices for assisting with product launches – whether they are for small, medium, or large products – revolve around a well-coor...
544 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5y
At a high-level the goal is likely to make sellers more productive in some sense. Probably by making them more effective or more efficient. Let’s just call this “go-to-m...
1596 Views
How do you enable sales reps to sell higher priced packages vs your lower priced offerings?
Our lower priced offerings seem to be the biggest competitors of our enterprise packages.
Stripe Head of Product Marketing, APAC • 2y
Driving upsell is all about real value. Be real about your positioning, and test the underlying hypothesis for your up-sell play. Is there value? Are the features locked...
2587 Views
Flutura Decision Sciences & Analytics Associate Director - Product Marketing • 5y
As Ryan said it has to be a collaborative effort. We have created a matrix where sales stages, marketing stages and product marketing stages are overlapped, and then map ...
440 Views
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 2y
Survey your sales reps quarterly or biannually on the effectiveness of the sales enablement materials/programsListen to sales calls to hear how prospects are reacting to ...
675 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
Impact. If you dont do the training, will the feature be used? Will it create more bugs? I think of this as a cost benefit equation--What is the cost of holding a launch ...
509 Views
How do you assess which sales enablement materials are the most effective?
As B2B product marketers we want to be able to identify which sales enablement assets (i.e. one pagers, pitch decks, etc) are the most impactful to guide future resoure investment decisions but oftentimes tracking of these materials can be challenging since it frequently requires manual tracking on the part of the sales team.
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y
There is no single golden arrow. Every piece of material has its role in the process. I look at effectiveness from two perspectives. One - did the salesperson use it? Two...
1489 Views
Meta Product Marketing Lead, Facebook Monetization • 2y
I recommend a combination of training, support, and ongoing refreshers / support.
Comprehensive Training: First and foremost, you need to develop a training program. Th...
1817 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Here are some of the guiding principles I like to use when developing a sales enablement roadmap:
- Map out the product launches for the coming quarters and use these as...
1118 Views
TigerData Head of Marketing • 6y
This is a tough question to answer because it is so multifaceted. So let's start with the basics when you are moving from product to platform, you're moving from selling ...
954 Views
What advice do you have for navigating multiple stakeholders with conflicting feedback when creating sales enablement?
I have one stakeholder who really should only be an inform but is acting like a decision-maker, and the conflicting feedback I'm getting is prolonging the creation process 5x. I've also got a design team that needs a lot of handholding, which is difficult for me since it's not my specialty.
KPI Sense Chief Executive Officer • 6y
The problem with this, from an outcome standpoint, is when that person is so far removed from the day-to-day of front-line sales or marketing that their advice isn't appl...
2233 Views