During my last post, I discussed my introduction to product marketing at CoStar. Now I’ll share the next big event in my product marketing journey: my involvement in the Enhanced Clean product launch.

In 2020, ABM launched a patented three step cleaning process which was named EnhancedClean. The competitive advantage was that we complied with CDC guidelines and were able to scale out a process-driven approach to keeping business environments free from surface COVID particles. Because my reporting and sales enablement experience, I was recruited to the core launch team.

Though I was not the team member who created the core positioning and messaging, which was centered around Safety Seen and confidence to return to the office, I was a key player in sales enablement. Therefore any sales enablement material needed to point to the messaging agreed upon. As a result, all content that I helped to produce had to include that messaging.

For example, notice in my sales enablement emails, I pointed to the EnhancedClean program.

My time at ABM was another key time in my product marketing journey. A big part of what I learned was to see how the success of EnhancedClean was centered around alignment with core messaging and with sales.

The product launch impacted over $200M in pipeline and over $25M in revenue. As big part of this was effective marketing and consistent alignment with sales.