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Sr. Director, Product Marketing at HubSpot

1. Take the time to understand their needs and paint points

2. Work with Sales leadership on a plan for rep adoption: align on the resourcing, rollout, measurement, and expectations

3. Partner closely with reps and the sales enablement team (if there is a focused one) to define and refine the content and content types

4. Get feedback and continuously experiment and optimize 

Senior Director, Product Marketing at Eightfold
Sales is most likely to use an asset that product marketing creates if they influence the asset as it comes together. I like to create a working team with a cross-section of sellers to provide input and feedback on the playbook. Make sure your playbook is aligned to the sales methodology that you...more
Director, Retailer Product Marketing at Instacart
* By understanding how deals work from beginning to end. Get to know the SDRs. What research do they do before starting a sequence? How does a meeting get set? Sit in on first calls. Is a first call all discovery or all demo? What follow ups get sent? And so on and so forth including un...more
VP - Product Marketing, Content Marketing, Pricing at Datasite
Should Sales not create the Sales Playbook?! This seems to be a case where PMM is doing Sales Ops' job. I understand with smaller companies responsibilities stretch across departments. In this case I would have thought the right answer is to work with Sales on the playbook. If they co-authored it...more
Sr. Director and Head of Product Marketing at Gem
A good question to ask before starting a sales playbook is, “what’s in it for them?” Good sales reps welcome support from anyone who can truly help them, and product marketers are well-positioned to provide that type of assistance. But I’ve made the mistake many times of taking the “build it and ...more