Rajendran Nair

Rajendran Nair

VP Product Marketing, Medallia

AMA's

Content

Rajendran Nair
VP Product Marketing
When I am starting up a Sales Enablement practice (or it is a new product/market or even a new sales team), I prefer an intense, heavy handed approach, because that helps me develop and fine tune my stories and the assets I use to convey/manifest my stories. Over time, sales will have a bigger ro...more
Rajendran Nair
VP Product Marketing
To be clear, this answer is about assets that a rep should share after the initial discovery call but prior to the deeper dive (mostly demo) call. At a bare minimum, the rep should share a summary of the call, enumerating * the key value proposition of your product (pre-canned) * questions ...more
Rajendran Nair
VP Product Marketing
This is a good list to start with. I will add a couple: * Analyst/3rd party thought leadership pieces: Having independent, 3rd party content is very helpful. If you are focused on the Enterprise, having content from top tier analysts is helpful. I have worked with Gartner, Forrester, The ...more
Rajendran Nair
VP Product Marketing
This really depends on your product and industry. Let me outline a framework with four elements: * The customer perspective * The competitor perspective * The technology perspective, and * The marketplace perspective Take a look at https://www.linkedin.com/pulse/product-marketing-three-word...more
Rajendran Nair
VP Product Marketing
I am assuming here that you have already created stories/collateral that will be required to sell into the enterprise. FWIW, here is a framework I use to develop stories - https://www.linkedin.com/pulse/20141028002202-1469522-product-marketing-in-three-words-part-i/, but happy to drill down with ...more
Rajendran Nair
VP Product Marketing
The most common KPI is the win rate. However, I dont think this is an accurate measure of your work as the eventual win depends a lot on other factors, starting with the salesperson running the cycle. I prefer to track the number of sales cycles that go past the initial demo stage because it m...more
Rajendran Nair
VP Product Marketing
There are three key elements you need to consider: * Your story and the constituent “story-lets” * Your internal audience - sales being the most important, but you need to address the needs of other customer-facing professionals (customer success, support, professional services, etc.) *...more
Rajendran Nair
VP Product Marketing
I am not sure I understand this question but let me try. It starts with the corporate objective - what is the revenue goal for each product. Sales Enablement will need to focus on the product by priority. You also need to consider the lifestage of the product. For example, a new product may ne...more
Credentials & Highlights
VP Product Marketing at Medallia
Product Marketing AMA Contributor