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 ...more

First, create content that’s in line with what you know they will use. I mentioned in one of my other answers here that oy need to understand their selling methodology and ensure the content aligns with it. If they use Demo2Win then know your content needs to follow a Tell-Show-Tell framework aro...more

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...more

Great question – I’d recommend 3 things to ensure you’re getting insights from the field: 1) Create a slack channel devoted to this so people have one place to submit insights from their client meetings (especially competitive insights), 2) conduct at least 1 client meeting ride-along per month. ...more

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...more

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...more

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...more

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 ...more

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...more

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...more