PRODUCT MARKETING
Go-to-Market Execution: Key Channels
Sales Enablement
Sales enablement provides teams with the tools, content, and resources needed to effectively communicate value, handle objections, and close deals.
Why it's Important
Ensures sales teams are equipped with the right information.
Reduces customer objections and sales cycle length.
Improves win rates in competitive deals.
How to Implement
Develop sales playbooks and objection-handling guides.
Create battle cards comparing competitors.
Train teams on product positioning and messaging.
Provide case studies and social proof.
Available Workshops
Sales & Marketing Alignment Workshop.
Objection Handling Roleplay.
Customer Persona Deep Dive for tailored pitches.
Competitive Differentiation Session.
Live Product Demos & Pitch Practice.
Deliverables
Sales playbook with key talking points.
Battle cards for competitive positioning.
Pitch decks and demo scripts.
How to Measure
Close rates on sales opportunities.
Sales cycle length before and after enablement.
Effectiveness of materials based on rep feedback.
Real-World Examples
Gong.io
Uses AI-driven insights to improve sales conversations.
Salesforce
Provides extensive training materials for its reps.
LinkedIn Sales Navigator
Uses sales insights to personalize outreach.
Get It Right
Keep materials concise and actionable.
Train teams on messaging consistency.
Test sales enablement with real prospects.
Ensure alignment between sales and marketing.
Continuously update based on sales feedback.
Don't Make These Mistakes
Providing too much information that isn’t actionable.
Ignoring real-world customer objections.
Failing to train new sales reps consistently.
Not updating sales materials regularly.
Lack of alignment between marketing and sales.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting