David Bressler

I have a couple of points to make, as this is an area I've done a lot of work. 1. Number one challenge is the logistics of travel. Cost. Time. Personal commitment. The best way to teach people to sell is to go out on calls with them. This obviously doesn't scale, but you use the activity to drive content and training. You make sure you're at 10 customers a day if you travel, so it's a good use of time. Good sales leaders will make sure their teams keep you busy when in region. In those calls, yo ...Read More

As I read a lot of these responses (and similar ones on other questions) I see that GTM and "product launches" seem to be conflated into a single thing. And, while some highlight small launches vs big launches, they're still making GTM all about launching, and I think that's missing something important. A launch might be a GTM activity, but GTM is bigger than just launches (big and small). At least, or obviously, in my mind. Anything you want to get into the hands of sales needs a "go to market" ...Read More

Here are a three strategies I use to make my case studies better: Keep in mind you have two audiences. First, it's the prospect that reads the case study to find out more about what's in it for them. Second, it's the sales team who you might be educating on the outcomes of using your product through storytelling. Start the case study earlier in time than you're thinking. Start with when the customer realized they had a problem. During the interview, ask them to talk about when they realized they ...Read More

At the small companies I've been in... it's usually demand gen that owns the website with PMM contributing heavily in terms of content ownership (that includes creating structure, creating content for pages, and blogging). This works really well, though the design part could be owned by any part of marketing equally well. Working with an outside agency, design is more about project management than it is about having creative people on the team directly. Demand gen and PMM parter on SEO. At large ...Read More

Part of starting a new role and establishing a new function is adding value. They hired you with specific needs in mind, but you should develop your own with a 30/60/90 day of getting deeper in the company. Do what they hired you for which involves listening and understanding the various teams and priorities. Develop an opinion on what's needed. I'd suggest that at a company without product marketing there are three consistent problems: The website messaging is unclear Sales people each have dev ...Read More

Where is the strategy coming from? Leadership? The field? Your own idea? That dictates how you start. If it's your own idea, you may need KPIs up front to set goals and get leadership buy-in. If it's field-driven, you already have a champion, you just need to deliver on their ideas (with your own influence and expertise). In that case, if the champion is successful others will follow. Other thoughts: Field Driven GTM Campaign Is it repeatable? Is is regional? How can you use your champion to be ...Read More

When I think of GTM, I think of the sales cycle stages (often as defined in Salesforce) and what I can do to contribute at each stage in order to accelerate, differentiate, and create relevance. That's a short answer, but sums it up completely. Let me give some examples. You want to get more leads in a particular vertical, so demand gen is tasked with a campaign. This can be stage 0 of the sale cycle (just get 'em in the door). Owning GTM, I want to assemble case studies. Do research on the vert ...Read More

Where is the strategy coming from? Leadership? The field? Your own idea? That dictates how you start. If it's your own idea, you may need KPIs up front to set goals and get leadership buy-in. If it's field-driven, you already have a champion, you just need to deliver on their ideas (with your own influence and expertise). In that case, if the champion is successful others will follow. Other thoughts: Field Driven GTM Campaign Is it repeatable? Is is regional? How can you use your champion to be ...Read More

I think there are a few key things that help get sales more engaged during enablement sessions: Involve sales before the session for input on topics and content. Use real-world examples, and give public credit to the people they come from. Recognize that sales is "coin operated", and perhaps they don't need what you have to tell them in that moment... make the sessions available asynchronously so they can come back for the details when they need them. Use a chat tool for asynchronous interaction ...Read More

If everyone truly has feature parity, there are a few other things to consider: Route to market. Is your product delivered through the channel where the customer can get better/different support? Or, is it product led where the prospect can self-drive the buying process more simply? Speaking of support, perhaps yours is worth mentioning? Case studies and examples are useful to highlight specifics. Maybe your company is small, or personal, or has a great NPS or CSAT score to leverage. Product phi ...Read More