ENABLEMENT
INFORMATION AND RESOURCES FOR ENABLING SALES
Enabling Sales team members is one critical function for any Product Marketer. And though some organizations may be mature enough to have their own training organization, Product Marketing still has to deliver content that is clear, concise and conveys exactly what sellers need to know to be successful.
Why It Matters
Enabling Sales audiences isn't always easy, especially when feedback from sellers can be anecdotal. Product Marketers always have to be on the guard for one-offs to create content that sales teams can and will use.
Product Marketers have an opportunity to glean empirical insights on what drives the most effective sales enablement across the various audiences in Sales. With that knowledge, Product Marketers can deliver content that sellers clearly value, use and see results for.
Pointing fingers. When Sales teams don't feel like they have the content they need to be successful, that's when Product Marketing takes the heat. Product Marketing can often feel like it's a race to beat the clock and keep their sellers happy.
Product Marketing leaders can push team members toward standardization of approaches and thoughtful creation of content based on what sellers actually see value in, consume and use with their prospects. Sales can be Product Marketing's champion and not its challenger.
New Sales leaders will work to get their ducks in a row. Sales targets for the next year? Check. Staffing in place to achieve it? Check. Resources and training in place to ramp up teams?
That's where Product Marketing comes in. And though Product Marketing isn't a replacement for a dedicated sales enablement team in larger organizations, Product Marketing has a solid role to play in educating sales teams on company positioning, insights on the market and competitive environment, and most importantly, your portfolio and how to sell.
To Arm Sales to Win, You Need the Right Toolkit
Resources to Help You - Free to Download
Battle Card Template
Use this Sales Card template for conveying comprehensive information about an offering in a consumable way for Sales teams.
Sales Card Template
Use this Sales Card template for conveying comprehensive information about an offering in a consumable way for Sales teams.
Sales Toolkit Template
Use the Sales Toolkit Template to capture all things pertinent to educating sellers on a new or existing offering. The Toolkit doubles as a training deck.
Sales Survey Template
Use this template to create a sales survey for use across your Sales teams to glean empirical insights.
Posts on Sales Enablement
Enabling Different Sales Audiences
Product Marketers Can’t Take a One-Size-Fits-All Approach to Enabling Sales Let’s dispel a certain belief or practice that you’ll often hear in Sales, “If it’s not short, my sellers won’t read it.” I have never met a top seller who didn’t take the time to…
“Sales Card” or “Battle Card?”
Product Marketers Often Blur What Should Be a Clear Distinction Between These Two Terms. It’s not uncommon that I hear from Sales and others in the organization including Product Marketers that we need a “Sales Card” or “Battle Card.” “Hey, we really need a battle…
Gaining Real Insights from Sales
Product Marketers need an empirical way to glean insights from Sales teams. You would think that your sales teams would have a very strong bead on customers and prospects in terms of their pains, challenges, desired outcomes and so on. However, this isn’t always the…