Calvina Cheng

Head of Product Marketing, Zeplin

Content

Where does PMM end and Sales Enablement begin? (especially in relation to launches)

Calvina Cheng

Zeplin Head of Product Marketing • February 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

2199 Views

How do you measure sales enablement success?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

1269 Views

What do you do for external-facing competitive assets? That is, assets (PDF, slide, etc.) that a sales rep can share with a prosect or customer to compare or differentiate their product from a competitor?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

1073 Views

What is a scalable process to get ideas from your sales team on sales collateral?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

567 Views

How do you track internal adoption of sales enablement?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

How far in advance do you perform sales training so that the sales force is competent by the launch date? We have a sales team of 12. How do you validate sales competency?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

Have you thrown a revenue kickoff, where marketing, sales, and customer success are all together. It would be where there are joint-sessions and then separate sessions for each group. I would love to see a sample schedule. I have done FKOs, but not RKOs.

Calvina Cheng

Zeplin Head of Product Marketing • February 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

In terms of empowering your sales and success teams to get customers and prospects excited about upcoming features, how do you help them present the roadmap? Does product marketing create a roadmap deck that then gets shared out to the team?

Calvina Cheng

Zeplin Head of Product Marketing • February 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

321 Views

How do you plan out what sales enablement content you'll make in any one quarter? How much of this is driven by sales versus product marketing?

Calvina Cheng

Zeplin Head of Product Marketing • February 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