What metrics determine whether or not sales enablement materials created by Product Marketing are both actually being used and are helping to win deals and shorten sales cycles?
One of the KPIs for the PMM team should be around sales enablement. I have seen this KPI measured when a PMM delivers sales training. After every live session, we would do a survey where we check two dimensions: Quality of the presentation and usefulness of the material. Though this was interesti...more
What is the most successful way you've seen marketing teams launch sales enablement material with sales teams?
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 other relevant topics. It would be best if you had a separate technical track for your technical field teams that will go deep...more
It depends. Not the best answer, I know :) It depends because it comes down to how your org set up. Is your Demand Gen team closely working with the SDRs vs. the PMMs? If yes, and if you have a robust positioning framework (from the PMM team), it would be pretty easy for a DG lead to carve out a...more
How do you draw the line between sales enablement that product marketing is responsible for vs. sales ops?
Sales ops cannot be responsible for launching new products or features. Any topic directly related to the product or the GTM motion should fall under the purview of PMM (since they will be closely attached to the product management team). PMMs create the training/launch materials and are responsi...more
I'm a one woman product marketing team in the crowded mobile analytics and attribution space. How can I better keep up with competitive analysis to arm my team with up to date competitive knowledge?
Considering your limited bandwidth, it is challenging to go broad. So, the answer, in my humble view, lies in "focus". When I think about competitive analysis, I usually think about one competitor that I call the "Next Best Alternative." The next best alternative may not always be a competing ven...more
Our sales team is used to selling to SMB and mid-market. What sales enablement changes do we need to make as we shift focus to selling to enterprise?
As you go upmarket, third-party influencers become crucial in the sales process—specifically, analysts such as Gartner and Forrester. Enterprises are lower tolerance for risk, and they can lean heavily on the magic quadrant or the Wave placement while making buying decisions. Your enterprise sale...more
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
B2d follows a whole different motion. A developer is not eager to talk to Sales (and they don't want to be sold to). Developers want to try out the product themselves, tinker with it, and only if they enjoy the experience (or get to the aha moment) will they evangelize the solution up the company...more
Let's start with the difference between a platform and a product: Almost every SaaS product has APIs that let it integrate with other applications. A platform, however, plays a more active role in creating an ecosystem and acts as a central hub where how multiple products work and can thrive toge...more