PRODUCT MARKETING
Go-to-Market Execution: Key Channels
Internal Training
Internal training ensures that marketing, sales, and customer success teams are well-equipped to communicate your product’s value, handle objections, and support customers effectively. A strong training program aligns all teams on messaging, product features, and go-to-market strategy.
Why it's Important
Ensures team-wide alignment on messaging and positioning.
Improves sales effectiveness and objection handling.
Equips customer support teams with the knowledge to assist users.
Reduces inconsistencies in external communications.
Increases internal confidence in product knowledge and storytelling.
How to Implement
Conduct cross-functional training sessions covering messaging and product details.
Develop role-specific training materials (sales enablement, support FAQs, etc.).
Implement live product demos and role-playing exercises.
Provide a centralized knowledge base for ongoing reference.
Use feedback loops to refine training content.
Available Workshops
Product Messaging & Storytelling Workshop to align teams on positioning.
Sales Objection Handling Roleplay to prepare for customer interactions.
Live Product Demo Training to ensure clarity in feature explanations.
Customer Support Scenario Practice for troubleshooting common issues.
Competitor Comparison Deep Dive to equip teams with differentiation points.
Q&A Sessions with Product and Marketing Leaders to clarify uncertainties.
Deliverables
Internal training guide with key messaging and product details.
Sales playbooks and battle cards for competitive positioning.
Customer support FAQ and troubleshooting documentation.
Onboarding training materials for new hires.
How to Measure
Sales team effectiveness metrics (win rates, time to close deals).
Customer satisfaction scores (support effectiveness post-training).
Internal team alignment surveys measuring confidence in messaging.
Training completion rates across teams.
Reduction in knowledge gaps as identified in internal audits.
Real-World Examples
Salesforce
Runs in-depth sales enablement and product training programs.
Apple
Provides extensive training to store employees for consistent customer experience.
Hubspot
Uses an internal academy to train employees and partners on marketing best practices.
Get It Right
Keep training interactive and role-specific.
Provide ongoing education, not just a one-time session.
Encourage knowledge-sharing across departments.
Measure team understanding and effectiveness post-training.
Make training accessible with recorded sessions and written guides.
Don't Make These Mistakes
Overloading teams with too much information at once.
Providing generic training that isn’t role-specific.
Ignoring team feedback on what knowledge gaps exist.
Making training a one-time event instead of continuous learning.
Failing to update materials as product and messaging evolve.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting