Sales Enablement
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 18h
Mandy Schafer's four-stage framework is really solid. I want to add the dimension that often gets missed: the difference between when to start enablement and when to go b...
10 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 19h
Indy Sen's point about packaging is exactly right. The research can be great, but the delivery kills it. Sales appreciates personas when they are built for action, not fo...
9 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 26
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...
245 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
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 24
Kelly, Mandy, LeTisha, Jeff, and Sharon have covered the mechanics well. What I want to add is the frame I've found most useful at Microsoft, Salesforce, and UiPath for s...
217 Views
Upcoming AMAs
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 ...
204 Views
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?
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 23
The live vs. LMS decision comes down to one question: does this require a conversation, or does it require consumption? Anything where reps need to ask questions, pressur...
205 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • May 13
The mistake most teams make is building the playbook they wish sellers would read instead of the one they will actually use. If it takes too long to find what a rep needs...
365 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
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y
There are multiple ways I've tried to measure content usage and effectiveness. The most obvious is to be able to have platforms to help you, but I've not always been so l...
2154 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 11mo
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 ...
10171 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...
645 Views
Writer Head of Solutions Marketing • 11mo
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 ...
12058 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...
235 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. ...
246 Views
ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • 4mo
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...
219 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...
1380 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
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...
1540 Views
Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo
The biggest challenge is providing diverse, quantitative proof points from a wide enough customer base to resonate with every salesperson.For us, the biggest challenge is...
544 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
Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo
Find a few advocates and make them absurdly successful - they'll promote your assets to their peers, though this approach isn't quickly scalable.My answer is incredibly u...
573 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
Splunk Sr. Director, Product Marketing - Observability • 11mo
We track both leading and lagging indicators, from sales enablement asset usage to pipeline and win rates.One of the challenging things about product marketing is that we...
514 Views
Google Global Head of Growth Go-to-market, Google Maps Platform • 11mo
AI is providing just-in-time product information for sales reps, allowing them to access critical details when needed most during customer interactions.Building on what E...
504 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...
Click To View Draft
22 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
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...
1509 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 11mo
You should take a similar approach to how you'd partner with market research, per my answer to the AMA question re persona research. Partner with sales enablement to deli...
1001 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...
1692 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
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
GTM & Marketing Leadership | Formerly Merck, Disney, Evernote, UserTesting • 1y
The amount of deal support product marketers provide varies depending on their role within the organization. The level of involvement depends on company priorities, with ...
911 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
Anthropic Product Marketing • 11mo
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...
1042 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
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 11mo
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...
1107 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 11mo
I've been fortunate in that I haven't found myself in a situation where GTM teams are taking credit for my work, though I can imagine that if that's happening, it could b...
699 Views
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 11mo
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...
1371 Views