Profile
Calvina Cheng

Calvina Cheng

Head of Product Marketing, Zeplin

Content

Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 22
PMM is responsible for GTM strategy, messaging, positioning, pricing, competitive, etc. and managing the overall launch (and success of the launch). Sales Enablement is responsible for the “how & when” this information gets passed to Sales. PMM should work really closely with our SE counterparts ......Read More
2157 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
Below are just a few metrics that are useful when tracking sales enablement success: Lead-to-opportunity and/or lead-to-customer conversion rate. If more leads are converting to opportunities over time, and/or if more leads are converting to customers over time, then Sales is getting better at d......Read More
1236 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 22
I’ve created competitive webpages in the past and that’s been a huge success with sales. Whether you make these webpages easily accessible on your website (top nav or elsewhere) is a good discussion to have with your growth team. These webpages are so useful to sales because any time they are ask......Read More
1038 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
I have a running list of all the sales collateral requests that come in. The list always gets longer, as you can imagine! The sales leads also have access to this list, so there’s full transparency on the ask, who requested it, the level of effort required, and expected due date.  I’d recommend ......Read More
565 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
I meet with the sales leaders and sit with the AEs on a regular basis to understand what’s useful, how they’re using the enablement materials, and where the gaps are. Even though sometimes we think we’ve done a ton of training on a certain topic (new feature launch, competitor), if it’s not relev......Read More
505 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
The more time, the better! We just had a Tier 1 launch at the end of January, and we had our first enablement session back in October! Our GTM Crew always wants to know more information, earlier, so we always try to start early and include a steady drip of enablement sessions up until launch day.......Read More
414 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
We recently held a GKO (GTM Kick Off) with Sales/CS; Marketing attended the ones that were most relevant for them. Here’s a rough schedule: Day 1: CRO kick off, Marketing 2022 Roadmap, Customer story 1, Product 2022 Roadmap, Sales Methodology / Rev Ops, 1st Call Deck training, Customer story 2 ......Read More
342 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 22
The roadmap deck should be created by PM and PMM. Ultimately PM will have the best understanding of the upcoming features with dates of releases, but PMM is responsible for ensuring that the messaging and benefits are clear in the roadmap deck (you don’t want just a punch list of features).  Onc......Read More
318 Views
Calvina Cheng
Calvina Cheng
Zeplin Head of Product MarketingFebruary 23
I’d say it’s 50/50. Sales will always have lots of ideas and requests :) On the other side, I don’t want to spend my time creating content that Sales won’t use. It’s a good practice to understand WHY Sales is requesting certain content. Sales might request a detailed feature-by-feature competitiv......Read More
300 Views
Credentials & Highlights
Head of Product Marketing at Zeplin
Product Marketing AMA Contributor
Lives In San Francisco
Knows About Multi-Year Product Launches, Messaging, Product Marketing 30/60/90 Day Plan, Stakehol......more