
Ryan Fleisch
Head of Product Marketing, Real-Time CDP & Audience Manager, Adobe
Content

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
This somewhat depends on the resources your company has on each of those teams. If you have a full sales ops team then partner with them to understand win/loss and pipeline health. What you’re looking for is how much you’re winning/losing, why you’re winning/losing, who you’re winning/losing agai......Read More
2775 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
I’m going to answer this question the same way I answered, “How do you measure ROI of sales enablement?” because ultimately success should be ROI in some form. Here’s my response again: Ultimately you want everything to tie back to revenue (usually in the form of new versus growth versus reten......Read More
2146 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
Great question – let’s tackle it from two angles: the strategic approach and then the content within it. 1) Strategic Approach: For this side of the equation, let’s all pretend we are the sellers for a second, and that the actual account executives are our clients. If we want to “sell” them our......Read More
1988 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
First, divide your efforts into “sales plays” (or depending on your company’s terminology they might be “sales motions” or “use cases”). Sales plays should each have a revenue target attached to them, and collectively, the revenue across all your sales plays should total the entire new business r......Read More
1778 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
Great Our enablement decks follow this outline: Learning Objectives, Executive Summary/”Sales Play Made Simple”, Business Issues & Value, Key Personas, Key Messaging and Product Capabilities, Competitive Overview, Deal Examples, Customer Success Stories, Crawl/Walk/Run Sales Strategy, and Additio......Read More
1742 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
This is a tricky one because ultimately you want everything to tie back to revenue (usually in the form of new versus growth versus retention), but you can never fully hold PMM accountable for those top-line numbers since there are so many other forces at play. This is why you need a set of secon......Read More
1545 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
Exciting! Build a three-prong strategy around how you’re going to directly promote it, how you’re going to get the industry to promote it, and how you’re going to get your client-facing teams to promote it. 1) Direct: showcase it our webpage and make it a gated asset so you can collect leads fr......Read More
1483 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
This is certainly a divisive topic. One school of thought is what I call “the Pepsi challenge” approach. That is, if you’re #2, you always mention #1, but if you’re #1, you never mention #2 (you don’t hear Coke bringing Pepsi into their ads, right?). While philosophically that might be the right ......Read More
1359 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
It should be collaborative and I would somewhat divide and conquer by you setting up the enablement you know will be needed based on your PMM roadmap such as product launches and other new collateral (comp intel, pitch decks, research reports, etc…), and by sales leaders coming to the table with ......Read More
1185 Views

Ryan Fleisch
Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 23
Your sales enablement roadmap should be one piece of your larger PMM roadmap. If you can flight out upcoming product launches, new research reports that will be launching, etc… then you can tie an enablement approach and cadence to each of these. Aside from new enablement, it’s good to monitor an......Read More
1139 Views
Credentials & Highlights
Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In New York, NY
Knows About Growth Product Marketing, Establishing Product Marketing, Product Marketing Interview......more