Courtney Craig
Senior Team Lead, Product Marketing, Shopify
About
I have 15 years experience in Marketing & Communications, with eight spent leading Product Marketing for tech companies such as Shopify and GoDaddy. I specialize in growing and accelerating product lines post product-market fit and have led many a......more
Content
Courtney Craig
Shopify Senior Team Lead, Product Marketing • August 17
Product one sheets/handouts/leave behinds, strategy/copy for sales outreach email campaigns, internal one-sheets for sales calls/scripts, a demo video, buyer's guide, case studies or testimonials if possible, website page that describes product.
1384 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 13
Tell them you want to sit in in order to prepare better sales enablement materials for them for future calls, including objection handling documents, pitch decks, feature one-pagers, pricing calculators, and social proof. Tell them you will take detailed notes on what prospects ask for/care about......Read More
857 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 5
Find ways to make it interactive. For example, if you are training them on a new pitch deck, ask a well-respected sales rep, coach, or the sales team lead to actually do a real pitch with the new deck during the enablement session. The reps will pay attention to how another rep makes a pitch/uses......Read More
732 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 5
In smaller settings, asking sales to playback what you've enabled them on helps reinforce enablement. Ask them to practice explaining a new feature to you or giving you an elevator pitch on your product product. To reinforce efforts more broadly, make sure you have measures of success in place fo......Read More
670 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
I like to start by: 1. Interviewing and/or surveying the sales team on needs/wants. 2. Listening to sales calls - how are they pitching? What are they using to pitch? How is it resonating? 3. Audit for the basics: Can sales speak/show how we compare to competitors? Are the top objections and res......Read More
648 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
Survey the sales reps quarterly or biannually, and include questions around which materials they use the most. Use multiple choice for this question, and leave a write-in line for feedback. You'll get direct feedback in a scalable way, and also notice trends over time.
643 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
* Survey your sales reps quarterly or biannually on the effectiveness of the sales enablement materials/programs * Listen to sales calls to hear how prospects are reacting to what the sales rep is saying/presenting - are there objections that could be better handled? Could the pitch b......Read More
632 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
Sales team surveys! I love surveying sales teams quarterly or biannually on market trends, common objections, toughest competitors, most wanted features, top pain points, what messaging is resonating most, etc. I like to make most questions open-ended to get ideas, but if you have a big sales tea......Read More
631 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
I think they way we currently do this at Shopify is the best I've seen at a larger company, and it has three things in common with the best I've seen for this at smaller companies: - Dedicated time is set up to train sales reps on the new materials, especially if it's for a new feature/product l......Read More
626 Views
Courtney Craig
Shopify Senior Team Lead, Product Marketing • December 14
Simple - always say yes to the needle-movers, and only do the one-sheets and other work if you/your team has time. PMMs shouldn't spend a significant amount of time on anything that isn't used frequently or won't move the needle. If you find yourself having to say yes to one-sheets frequently, th......Read More
621 Views
Credentials & Highlights
Senior Team Lead, Product Marketing at Shopify
Formerly GoDaddy, ClearVoice, AppBuddy, Scripps
Top Product Marketing Mentor List
Studied at Arizona State University
Lives In Phoenix, AZ
Hobbies include hiking, yoga, indie music, health & wellness
Knows About Messaging, Product Marketing vs Product Management, Product Launches, Sales Enablemen......more
Speaks English