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Molly Friederich

Molly Friederich

Director of Product Marketing, SnorkelAI

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Molly Friederich
Molly Friederich
Director of Product Marketing
How do you track internal adoption of sales enablement?
This is tough to measure quantitatively without tooling in place to track how often collateral is used, so if that's an option for you, start there. Then be curious about what assets are used most often because they're familiar/readily available, and what assets are actually the most strategic. ...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
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?
Great question! I am biased, but I LOVE having a dedicated Sales Enablement partner, so I'd say the sooner the better.  They're able to focus entirely on the enablement strategy, what's working well for sales, what isn't, the biggest opportunities for impact, balancing their cross-team learnin...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
What is your strategy for creating dynamic, interactive "canned demos" for the sales team given that the product frequently changes?
We have been experimenting with a monthly recorded demo presented as a webinar. Our teams can then share out that latest recording with customers and they're never more than a month out from the latest product greatness.  By nature of being a webinar, it saves us from the curse of perfection—w...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
I'm putting in my Product Marketing and Sales Enablement budget for next year. What line items should I consider / am I missing? I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Love what you have already! Do you have budget for qual research incentives? This is a huge gift if you can offer $100 to target personas to provide feedback on messaging, or to prospects for win/loss interviews, etc. Also consider a recruiting tool like Respondent.io if you are running out of lo...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
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?
Regular reminders and reinforcement! Sales teams obviously face a ton of pressure to hit quota, and they need to be as efficient as possible... And while some are awesome at experimentation, many will struggle to adopt new assets/messaging when they're moving fast and rely on what's familiar.  ...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
How do you recommend setting up a process for marketing to support sales when that doesn't already exist? Think scrappy startup phase! :)
Congrats, scrappy startup phase is exciting, lots of opportunity to make a big impact!  I suggest starting by getting a baseline understanding of their sales cycle today. What has their approach been? Where are they seeing success, and where are they bottlenecked? Your focus should be differen...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
I'm new to Sales Enablement and I'm curious how heavy-handed my approach should be. How much input does Sales expect from me, and what are some things that the sales team should be doing on their own?
Congrats! Can you share more about your current context? Is this a new role for the team, or are you stepping into an established function? This will likely inform how much/what type of expectation your stakeholders have... Are there critical existing deliverables to keep in the air? Do they have...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
What are your biggest frustrations with creating insightful sales playbooks that get used?
If the playbooks are insightful and get used... I'm not frustrated! ;)  Creating sales playbooks is frustrating when we're in a loop of perfection over progress. Oftentimes we forget how powerful a small amount of clear, digestible insight can be over an incredibly robust, in-depth asset. I pi...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
What metrics determine whether or not sales enablement materials created by Product Marketing are both actually being used and are helping to win deals and shorten sales cycles?
This is tough to measure quantitatively without tooling in place to track how often collateral is used, so if that's an option for you, start there. Then be curious about what assets are used most often because they're familiar/readily available, and what assets are actually the most strategic.  ...more
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Molly Friederich
Molly Friederich
Director of Product Marketing
How do you ensure your entire sales team gets the messaging?
Repetition is so important; it's about embodying the messaging in everything PMM produces, and as you enable on different assets, tying it back to the strategy. Show examples of how key points can come to life in an outbound email, provide them with quick-reference bullets that they can use as re...more
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Credentials & Highlights
Director of Product Marketing at Snorkel AI
Formerly Twilio, SendGrid
Product Marketing AMA Contributor
Sales Enablement
Knows About Sales Enablement
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