What's the best way to ensure that sales uses the sales enablement content that marketing creates...even if there WAS collaboration on the content?
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
How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
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
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
We have a lot of stakeholders involved during our launch process. Sales is the most important, yet the least involved pre-launch. How do we get them more involved to better the odds of our launch success?
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
Sales Enablement is now seen as a new functional area in many organizations separate from Product Marketing. When should a company start thinking about creating a separate sales enablement function?
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
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?
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
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
What kinds of ongoing, cross-functional meetings do you think are important to have? Which teams are involved, and what agenda items do you recommend?
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
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
How to identify stakeholders of a certain product launch? And if the stakeholders change in the process (either some roles become less vital with launch activities pushing forward or vice versa), how to manage that?
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
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