Ryan Fleisch

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

Content

How do you draw the line between sales enablement that product marketing is responsible for vs. sales ops?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

3579 Views

How do I measure sales enablement success?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

2321 Views

How do you make sure your sales enablement is not just a checklist of tactical activities but an actual strategically valuable program?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

2313 Views

Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1915 Views

How do you measure ROI of sales enablement?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1863 Views

If you were implementing a B2B Marketing and Sales Enablement program, what are the first 5 assets you would create?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1822 Views

My company commissioned a research report with a 3rd party (HBR), and wants to "go big" with promotion and activation in the market. Have you done this before with success? What was your strategy in terms of Sales Enablement?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1785 Views

What do you do for external-facing competitive assets? That is, assets (PDF, slide, etc.) that a sales rep can share with a prosect or customer to compare or differentiate their product from a competitor?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1694 Views

How do you plan out what sales enablement content you'll make in any one quarter? How much of this is driven by sales versus product marketing?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

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

1503 Views

How do you incentivize your sales team to use product messaging in their interactions with clients?

Ryan Fleisch

Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • June 24

Two things to consider here: if they are resisting your product messaging, it may be worth asking yourself if it’s the right messaging to being with. Then consider how you’re framing the messaging to the sales teams based on who they are talking with. Let’s look at both of those. To evaluate if......Read More