My name's Elay Cohen and I'm the CEO and Co-Founder of SalesHood. I'm so passionate about sales enablement and I'm very passionate about the relationship between product marketing and sales enablement.

In this article, I’ll cover the must-have product marketing playbook for sales enablement, reflecting on my two-plus decades of experience in sales enablement, product management, and product marketing.

I’ll be covering:

The sales enablement category is growing

You can see here in 2005 on Google Trends, that it was the first time people started searching it.


Graph of 11,000 Sales Enablement Professionals from Google Trends: Sales Enablement Searches, which gradually increases from 2005 to 2020.


Now we've got over 11,000 sales enablement professionals. But what I'm talking about today is how important it is for product marketing to own key parts of sales enablement.

This article is the must-have product marketing playbook for sales enablement. I want to reflect on my two-plus decades of experience in sales enablement, product management, and product marketing and come up with a playbook that I believe will be useful to each and every one of you.

I'm going to talk about each one of these areas:

  1. How to be more empathetic and how to have a mindset that's truly sales-focused as a product marketer.
  2. Why it's so important to be curious and to be a student of your sales process.
  3. What does a checklist look like that should be used to roll out sales plays?
  4. Why's it so important to keep everyone aligned and on message?
  5. How do metrics play into here and what are the metrics that matter the most?