Sales Enablement

In the 2021 State of Product Marketing Report, 78% said collaboration with coworkers is a key PMM skill, whilst 77% said communication is the most important trait. Are PMMs using these traits to support sales enablement teams?...

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....

In some cases, product creates sales enablement assets, in others, it’s the remit of customer success, while product marketing teams are often entrusted with the responsibility. But which teams are predominantly responsible for the creation of these materials?...

Last year, we completed the Sales Enablement Landscape Vol.1, checked out how the world of sales enablement and product marketing are aligned, and it went down a storm. Twelve months on, and we’ve surveyed 250+ product marketers for the eagerly-awaited sequel: the Sales Enablement Landscape Vol.2....

A practical guide for building and maintaining an effective technology stack...

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In this article, cover IBM's guiding principles, our strategy, how important the role of the manager is in executing this strategy, and how we are evolving when it comes to skills and learning. I’ll finish by touching on the digital experience and power of gamification....

One of the key drivers — indeed, the cornerstone — of any effective sales enablement program is the playbook....

In this article, I’ll discuss how emerging technologies can propel the sales enablement org and deliver results. I’ll share our journey at Sage, and how we turned to science and technology, while always keeping an eye on metrics, to change the structure, skillset, and mindset of sales enablement....

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Life as a product marketer can be rewarding, but if you’re gonna rub shoulders with the top dogs in the industry, you need to master two fundamental product marketing skills: customer retention and cross-sell techniques....

Sales training is one of the most nerve-wracking but rewarding things you can do as a product marketing professional. It’s your chance to equip your team for success, push positioning to drive future development in the direction you think it should go, and impact revenue potential....

Many companies include battlecards among these resources and provide these assets to their sales reps to turn their buyer personas into fully-fledged customers....

We hate to see fellow PMMs struggle, so we’re sharing our catalog of product marketing questions with you to guide you through essential areas....