Mary Margaret
Editor in Chief, Entertainment Weekly
Content
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
Great question! Core things to keep in mind: 1. You will be selling to a committee, versus one person/one core contact 2. Due to that, you'll want to really understand the composite of that committee: what are their roles, what are their pain points and objections. Moving upmarket means coming......Read More
2649 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
I don't think of it as a hierarchy, but more of a messaging map that focuses on the end audience (whether that is an exec or an end user) and their specific pain points. One way to do that ladder is to break it down by differentiation/value and audience. So what are the core pillars of your p......Read More
1704 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
1. Take the time to understand their needs and paint points 2. Work with Sales leadership on a plan for rep adoption: align on the resourcing, rollout, measurement, and expectations 3. Partner closely with reps and the sales enablement team (if there is a focused one) to define and refine the c......Read More
1435 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
If you are one person it is all about ruthless prioritization. That is the one thing that will make or break you and your efforts. Through feedback from the team and from any data you might have, zero in on the core competitors (and restrict that number based on your bandwidth) that are going......Read More
1360 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
The best incentive is to show them the opportunities it will unlock for them. Example: Let's say you are trying to shift reps from talking about single products to a suite. There is resistance because they worry that will make it a tougher sell since it's a bigger decision. What do you do? ......Read More
1146 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
This is a meaty question with answers that don't fit neatly in this rectangular box, but will try! First, make sure you are telling a story: Are you clear on who you are serving? Are you clear on the pain points to be solved? What is the change in the world that has caused those pains? How do ......Read More
1087 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
My answer depends on the content and size of the team. Ideally: A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should likely live with a technical writing team. On product videos, that should ideally be a partnership between the product (and product design team) and......Read More
1004 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
There should be involvement when it comes to alignment on the year's go-to-market strategy and any refreshed or new product positioning. Because it is the one opportunity to set the tone and focus of the year, product marketing should view it as the time to rollout any new strategies (campaig......Read More
976 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
It's really mainly two primary questions for reps when it comes to content requests: -What problem are they trying to solve? -Who is the audience? -What is the distribution and adoption plan? ...maybe a 4th, depending on the answers to the above, is if there are examples they can point yo......Read More
967 Views
Mary Margaret
Entertainment Weekly Editor in Chief • March 12
Easy: approach the effort strategically. Be clear on the why, what, and how. 1. Start with the goals. 2. Get clear on the jobs to be done. 3. Ladder the tactics up to those. 4. Make sure the corresponding metrics/KPIs of 2 and 3 ladder up to 1 5. Communicate your sales enablement a......Read More
946 Views
Credentials & Highlights
Editor in Chief at Entertainment Weekly
Product Marketing AMA Contributor
Lives In England, United Kingdom
Knows About Sales Enablement, Building a Product Marketing Team, Stakeholder Management