- Short answer: build the framework, but allow people to be creative. Don’t micro-manage every single email. But maybe run some audits and always be close with the SDR leaders, and get a good understanding for why they are getting rejected/hearing no.
- Long answer:
- PMM, and especially Brand marketing, are going to be helping in setting the tone and narrative of how we talk to prospects. For many of these prospects, the outreach from SDRs will likely be the first time they have direct contact with the company; so, PMM’s role should be to ensure that we’ve set up a framework that gives teams the freedom and flexibility to adapt their language to specific audiences as needed, but that the messaging remains consistent.
- To get more specific, I would say that the PMM team will set up a structure for expressing the company’s key value props. Under those value props, you might want to create a matrix (could just do this on a spreadsheet) of Persona x Vertical and then fill in those cells with specific use case collateral or customer case studies. So if I sell to IT, and one of my key value props is “Trust”, I would have a matrix that look something like industry: finance, tech, retail on one axis and title: cio/ciso, vp/dir eng, vp mktg, dev on the other axis. In each of the boxes I would want to provide SDRs with easy to access to case studies, one pagers, or even just key quotes that would appeal to that audience.
- This might be a little bit too tactical but it gives you a sense of how you can use a framework -- in this case key value props -- to help organize content and ensure that people have the flexibility to pull what content might be most helpful for them, but still have that content organized in a way that they’re all saying the same thing (e.g., Hi Jane, I saw you’re recent data breach at Y company in the news. Well here at X we’re on a mission to [mission statement] by providing products that [val prop 1, 2, 3]. Here an example of how your competitors are using us to keep their networks safe [pull from matrix]! I’ll give you a call tomorrow at 10am to discuss further.)
Content
Credentials & Highlights
Senior Director Product Marketing at Roofstock
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Sales Enablement, Analyst Relations, Enterprise Product Marketing,
Growth Product Mar...more