AMA: Castlight Former Director of Product Marketing, Dave Kong on Sales Enablement
January 16 @ 10:00AM PST
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Castlight Former Director of Product Marketing, Dave Kong on Sales Enablement
Top Questions
What do you take into consideration when getting requests to create "leave behinds" and/or "one pagers" for a variety of different aspects for your company?
I'm starting to build our competitive program here at Percolate and I am personally questioning the need for creating a unique sales asset for each competitor.
Dave Kong
Scale AI Head of Product Marketing • January 17
For requests in general, the very first thing i recommend doing is evaluating if the request is within your defined set of PMM responsibilities. If not, I would turn down the request because accepting those sets an unsustainable precedent. If it does fall within your scope, then I generally look ......Read More
1160 Views
9 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
I'd break this question out into two separate ones: 1) How do you track internal adoption of sales enablement content? and 2) How do you track internal adoption of sales enablement? 1) How do you track internal adoption of sales enablement content? (heard quite often) If you have a tool (......Read More
1552 Views
12 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
* Tie to your Pitch — ...so that your combined pitch and demo tells one cohesive story. Tell-show-tell. Tell = pitch where you describe the value of your solution. Show = demo where you demonstrate the capabilities that align to your value. Tell (again) = summarize and connect the value......Read More
1495 Views
3 requests
Which specific questions do you ask your sales reps when they request content?
For instance: which pain points would it address, what is the context for this request, how many prospects or customers would you share it with, what is the potential opportunity
Dave Kong
Scale AI Head of Product Marketing • January 17
For me, I generally start with questions to determine if new content is actually needed (versus piling on to an already long list of requests). In addition, to your examples above... Evaluating If Content Is Needed * What is the asset that you're requesting? * Ask yourself: Does it ......Read More
1104 Views
3 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
Well, it’s difficult to “ensure” that anyone is going to use any set of materials. I would look at it from the point of view where PMM's job is to create messaging and materials that sales would want to use. Understand/Build your Voice of the Customer To build initial credibility, it’s ess......Read More
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5 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
Check out my reply here, in a previous question. Building on my previous response, I do think about this in those two phases: At launch and post-launch. At Launch At launch, you need your teams to be ready and aligned to the GTM strategy. If a rep cannot effectively pitch, demo, solution......Read More
1407 Views
4 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
Ah, this sounds like a fun prioritization exercise! If sales enablement was just kicking off, I'm assuming that generally marketing and PMM functions are relatively new as well. There's probably a lot of marketing and enablement debt that you're working through right now. I would be really di......Read More
1637 Views
2 requests
Dave Kong
Scale AI Head of Product Marketing • January 17
I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance. A balance between: What are metrics indicative of your business / GTM goals? AND What you can control? This requires leadership buy-in from multiple groups — ideally they would under......Read More
2335 Views
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