Dave Kong

Head of Product Marketing, Cohere

Content

Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

2340 Views

Where would you start if Sales Enablement was new for a company?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1643 Views

How do you track internal adoption of sales enablement?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1558 Views

What tips do you have for creating effective sales demo scripts - ones that both convey the key info about your product while still being something sales will actually use?

Dave Kong

Scale AI Head of Product Marketing • January 16

* 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

1501 Views

What are some ways to measure whether Sales is properly enabled?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1413 Views

What are some ways you can build credibility with Sales, ensuring that they will leverage your messaging and materials?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1196 Views

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?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1164 Views

Which specific questions do you ask your sales reps when they request content?

Dave Kong

Scale AI Head of Product Marketing • January 16

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

1110 Views

How do you break into a product marketing role?

Dave Kong

Scale AI Head of Product Marketing • December 20

For those just starting their Product Marketing career, this can be a challenge. When evaluating candidates that don’t have previous PMM experience, it’s a risk for a hiring manager. You’re competing against many other candidates that do have PMM experience. So what could make you stand out and b......Read More

1008 Views

How to tackle a situation where Product Managers can often wary when hearing that Product Marketers want to "influence the product roadmap"?

Dave Kong

Scale AI Head of Product Marketing • February 15

If approached with those terms, I would be wary too. For example, imagine PMs coming to you and told you that they wanted to influence the marketing roadmap. If you heard this, I’d imagine you’d tell them politely to go to hell. What do they know about marketing? What do you know about building a......Read More