Madeline Ng

Madeline Ng

Head of Marketing, Google Maps Platform, Google

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Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
First, I think you shouldn't expect 100% wholesale usage of the sales enablement materials you create. Sales enablement materials are meant to create a solid foundation for reps to use but, ultimately, every prospect and customer requires some level of customization so expect adaptation.  Ther...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
If your sales team is like any sales team I've been privileged enough to work with, your team is full of highly savvy individuals who know what needs to get done to hit their numbers.  As a result, anything you want your sale team to sell must first be sold to them as a way that they can, in t...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
In my personal ideal launch world, PMM would develop the core messaging, positioning, and Bill of Materials that would then be handed to Sales Enablement to transform into compelling trainings. PMM may end up guest starring in some trainings as presenters, and Sales Enablement would be a critical...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
I love that you've already identified that sales is one of the most important stakeholders in your launch process. It's true - having sales involvement early in the product development cycle (ideally well before launch) is critical to stress-testing the value of the product, clarifying its benefi...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
Sales enablement is a function that helps scale learning within an organization. I've seen sales enablement focus on topics as broad as:  * Market/competitive intelligence * Sales skills development * Deal structure * Product or solution launches * Sales compensation * and more As with an...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
There's no quick answer here, but I'd consider the following factors when deciding how far in advance to enable the sales team. I would also caveat that this is less about how far in advance you train and more about how much repetition you offer to the sales team to learn about the thing.  1. H...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
In well run marketing teams, the metrics for the business are assessed holistically instead of piecemeal among each marketing function.  The contribution of Product Marketing to a growth result is setting up the strategic positioning, messaging, and core assets that can be used by your demand ...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
Here's what I have done in the past, but your mileage may vary based on your company. Quarterly: Meet with leadership in your go-to-market teams, product teams, and marketing teams. Understand goals, dependencies, and expectations and make sure you set up instrumentation for tracking success. M...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
The short answer is that there are more, and the desires each stakeholder has become more specific! Essentially, as companies grow they have the opportunity to bring in more specialized talent. This could be teams in finance that are focused on products, specialized support organizations, strate...more
Madeline Ng
Madeline Ng
Head of Marketing, Google Maps Platform
The best way to identify the stakeholders is to identify the success metric for the launch, and then figure out who is directly responsible for hitting that metric. Typically your product manager is a stakeholder, but often you'll have a customer success/sales organization involved and also engin...more
Credentials & Highlights
Head of Marketing, Google Maps Platform at Google
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Lives In Newark, California