Sales enablement is another core function of a product marketer. Since digital development have allowed for easier campaign tracking, marketing campaign success can now be tracked. As a result, marketing and sales alignment is more important than ever before. For this blog post, I will share my sales enablement journey and what I learned along the way.

Introduction

My journey with Sales Enablement started at ABM. Since I had experience training sales and sharing campaign content and reports with them at CoStar, I was a good candidate to continue this responsibility at ABM.

At ABM, I had the opportunity to lead bi-weekly Inside Sales and Marketing meetings during which we would discuss recent lead quality and share reports. Therefore my marketing operations team was responsible for creating and sharing a campaigns calendar and campaign talking points.

Here is an example of my campaign talking points. Notice how the messaging is presented in concise bullets. The campaign target and source are also identified.

What I’ve learned from this experience is that product marketers are responsible to clearly communicate any campaign and product updates with sales. Sales needs to know what the key messaging is and have a concise way to share it, so that they can effectively present it to leads and existing opportunities. This is foundational to marketing and sales alignment and is core to successful product sales.