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Participate and Win!
Participants get access to a free download
of the brand new 2014 whitepaper :
Sales Enablement Tactic...
Today’s Speakers
Moderator:

Cindy F. Solomon, CPM, CPMM
Founder, Startup Product Academy
Presenters:

Assaf Litai
Aviv Be...
Sales Enablement Tactics for
PMs and PMMs
AIPMM / CONTONDO / STARTUP PRODUCT ACADEMY

© 2014 Contondo Inc.
Participate and Receive!
 All participants will
receive an early
version of our new
white paper:

“Sales Enablement
Tacti...
About Contondo

Empowering product
managers to drive sales.

The Contondo toolkit helps
you establish sales
momentum for y...
Agenda





An Imaginary Scenario
The Keys to Early Sales Enablement
5 Common Traps During Early Sales Enablement
Avoi...
An Imaginary Scenario
(but based on many real stories…)
 Mike is a PM that was getting a new product to
market
 Working ...
An Imaginary Scenario
(but based on many real stories…)
 Mike is a PM that was getting a new product to
market
 Working ...
The Keys to Early Sales Enablement

 Definition: “The delivery of the right information to the
right person at the right ...
Sales Enablement Tactics for PMs and PMMs…

5 Common Traps During
Early Sales Enablement
Trap 1: Assumptions
“When you ASSUME, you make an ASS out of U and ME” – Oscar Wilde

 Assumptions – often a necessary ev...
Trap 2: Lack of Customer
Qualification
“Customer qualification”: determining likelihood of success
before resources are sp...
Trap 3: Using Canned Messages
 New products are accompanied by canned messages
 Canned messages often fail because they ...
Trap 4: Mismanagement of
Referential and Competitive Data
 Managing referential and competitive data:
 Difficult to coll...
Trap 4: Mismanagement of
Referential and Competitive Data
 Managing referential and competitive data:
 Difficult to coll...
Trap 5: Collateral Dependence
 “Collateralizing” knowledge in nascent product
stages:





Misleading assumptions bec...
Recap: List of Traps





Trap1:
Trap 2:
Trap 3:
Trap 4:

Assumptions
Lack of Customer Qualification
Using Canned Mess...
Sales Enablement Tactics for PMs and PMMs…

Tips for Avoiding the Early
Sales Enablement Traps (Demo)
Contondo Demo
Mobile Sales Enablement
Tip:
Mobile and
offline access to
new product
messaging is a
must for sales
and SE t...
Contondo Demo
Scenario Based Messaging
Tip:
Knowledge
portal should be
set up like Sales
and SE think in terms of
opportun...
Contondo Demo
Scenario Based Messaging
Contondo Demo
Scenario Based Messaging
Contondo Demo
Scenario Based Messaging
Contondo Demo
Scenario Based Messaging
Contondo Demo
Scenario Based Messaging
Tip:
Data should be
sorted based on
the relevancy to
the scenario.

The scenario as...
Contondo Demo
Handling Assumptions

Tip:
Always track
your unproven
assumptions and
mark them as
such.
Contondo Demo
Handling Assumptions

Sales and SE are
prompted to
corroborate
assumptions by
voting helpful or
participate ...
Contondo Demo
Customer Qualifications
Tip:
Create customer
qualifiers that
minimize the
opportunity cost
by ensuring the
t...
Contondo Demo
Customer Qualifications
Tip:
Gamification (e.g.
vote trophys and
badges) helps
encourage Sales
and SE contri...
Contondo Demo
Managing References and CI

Tip:
Getting early
feedback from
the field should
be as easy as
1-2-3
Contondo Demo
Managing References and CI

Tip:
Your systems
should share
referential and
CI feedback
instantly with all
us...
Contondo Demo
Managing References and CI

Tip:
Your systems
should share
referential and
CI feedback
instantly with all
us...
Contondo Demo
Managing References and CI
Tip:
All data must be
catalogued for
scenario
relevancy
(In this case CI)

Tip:
Y...
Contondo Demo
Managing References and CI
Tip:
All data must be
catalogued for
scenario
relevancy
(In this case CI)

Tip:
Y...
Contondo Demo
Managing References and CI
Tip:
All data must be
catalogued for
scenario
relevancy
(In this case CI)

Tip:
Y...
Summary
Key Takeaways:
 Early sales success is critical for sales motivation
 Try to avoid deal loss by insisting on pro...
About the Speakers
 Aviv Ben Zeev - Aviv Ben Zeev has over 15
years' experience working for large, global,
high-tech comp...
Q&A

About Contondo:
Contondo provides an innovative
knowledge management system tailored
for PM and PMMs empowering them ...
Q&A
Moderator:

Cindy F. Solomon, CPM, CPMM
Founder, Startup Product Academy
Presenters:

Assaf Litai
Aviv Ben Zeev
Co-fou...
Download Whitepaper
New white paper

“Sales
Enablement
Tactics for
Product
Managers”.
http://startupproduct.com/contondo/
...
Upcoming AIPMM Courses

Athens, Greece
Belgrade, Serbia

Athens, Greece

Follow the links above for more information, or c...
Upcoming AIPMM Courses

Belgrade, Serbia

Follow the links above for more information, or contact:
certification@aipmm.com...
Upcoming Courses
Course & Location
CPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA

Dates

Days

Time

May 5-...
Please Join Us Again!
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9 Things Exceptional Product Team Managers Do
Improve Prod...
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How New Sales Enablement Tactics Speed Up Enterprise Product Sales

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Product Managers and Product Marketing Managers depend on sales enablement tools to ensure that sales teams have the right training and messages to make the most of their product opportunities.

However, when introducing new products or features to market, sales enablement often fails - resulting in an under-performing product launch or sluggish product. This failure can be signified by the following symptoms:

1. Unable to build confidence to overcome sales' reluctance to sell the new product
2. Competitors annihilate the first attempts to create a market segment
3. What seemed to work for some teams does not scale for other teams

Overcoming these challenges has a lot to do with what PMs and PMMs choose to do at the early stages of product introduction.

About the speakers: Contondo Co-Founders
Assaf Litai
A seasoned entrepreneur, Assaf has over 20 years experience defining, developing and selling various B2B products to mid and large scale enterprises globally. His previous company, PortAuthority, was acquired by Websense, where Assaf served as vice president of Strategic Accounts.

Aviv Ben Zeev
Aviv Ben Zeev has over 15 years' experience at large, global, high-tech companies in roles including engineering, sales and sales-management. Before co-founding Contondo, Aviv was Vice President of Sales, Europe at Orckit.

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About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in nearly 70 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

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Transcript of "How New Sales Enablement Tactics Speed Up Enterprise Product Sales"

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2014 www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © AIPMM 2014 www.aipmm.com
  4. 4. Tweet! Hashtags Follow AIPMM Product Mgmt Talk: Contondo © AIPMM 2014 #AIPMM #ProdBOK @AIPMM @ProdMgmtTalk @Contondomedia www.aipmm.com
  5. 5. Participate and Win! Participants get access to a free download of the brand new 2014 whitepaper : Sales Enablement Tactics for PMs and PMMs © AIPMM 2014 www.aipmm.com
  6. 6. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Startup Product Academy Presenters: Assaf Litai Aviv Ben Zeev Co-founders, Contondo Inc. www.contondo.com © AIPMM 2014 www.aipmm.com
  7. 7. Sales Enablement Tactics for PMs and PMMs AIPMM / CONTONDO / STARTUP PRODUCT ACADEMY © 2014 Contondo Inc.
  8. 8. Participate and Receive!  All participants will receive an early version of our new white paper: “Sales Enablement Tactics for Product Managers”.
  9. 9. About Contondo Empowering product managers to drive sales. The Contondo toolkit helps you establish sales momentum for your new product.
  10. 10. Agenda     An Imaginary Scenario The Keys to Early Sales Enablement 5 Common Traps During Early Sales Enablement Avoiding the Early Sales Enablement Traps (for PMs) – A Demo Using Contondo  Summary and Q&A
  11. 11. An Imaginary Scenario (but based on many real stories…)  Mike is a PM that was getting a new product to market  Working with PMMs, he developed stellar messaging and executed a GTM strategy:      Created presentations Produced product sheets Updated all the portals Worked on a sales enablement process and playbook Sent out emails  6 months after launch, of 30 sales teams, only 12 teams sell the product consistently
  12. 12. An Imaginary Scenario (but based on many real stories…)  Mike is a PM that was getting a new product to market  Working with PMMs, he developed stellar messaging and executed a GTM strategy:      Created presentations Produced product sheets Updated all the portals Worked on a sales enablement process and playbook Sent out emails  6 months after launch, of 30 sales teams, only 12 teams sell the product consistently Mike the PM asks: Looking back, what could I have done differently to improve the sales of my product?
  13. 13. The Keys to Early Sales Enablement  Definition: “The delivery of the right information to the right person at the right time and in the right place necessary to move a specific sales opportunity forward.” – IDC, 2009  Sales Enablement is usually on your go-to-market timelines Key Takeaway:  In early stages it is imperative that sales enablement - Enable product sales (the obvious) - Avoid the traps that poison sales motivation (the hidden killer)
  14. 14. Sales Enablement Tactics for PMs and PMMs… 5 Common Traps During Early Sales Enablement
  15. 15. Trap 1: Assumptions “When you ASSUME, you make an ASS out of U and ME” – Oscar Wilde  Assumptions – often a necessary evil.  But, sales teams can’t differentiate proven facts from unproven assumptions.  Misleading assumptions can kill sales momentum and motivation.
  16. 16. Trap 2: Lack of Customer Qualification “Customer qualification”: determining likelihood of success before resources are spent  No customer qualification criteria means shotgun sales approach – i.e. targeting wrong opportunities  The above will result in:  Product won’t solve customer’s problem  Trip on traps set by competitor  Heavy discounting  Motivation for future sales is poisoned due to opportunity cost – Missing quota and wasted resources
  17. 17. Trap 3: Using Canned Messages  New products are accompanied by canned messages  Canned messages often fail because they are:  Unfocused - on the target audience  Unfriendly –for both sales and buyers  Of unclear value – when attempting to align with buyers requirements
  18. 18. Trap 4: Mismanagement of Referential and Competitive Data  Managing referential and competitive data:  Difficult to collect, classify, tag and distribute.  Doesn’t happen by itself (email…)  The outcome:  Can’t leverage anecdotal evidence across different teams  Can’t learn quickly about competitive situations
  19. 19. Trap 4: Mismanagement of Referential and Competitive Data  Managing referential and competitive data:  Difficult to collect, classify, tag and distribute.  Doesn’t happen by itself (email…)  The outcome:  Can’t leverage anecdotal evidence across different teams  Can’t learn quickly about competitive situations Mike the PM asks: What are the best tools to manage referential and competitive data for new product and feature introduction?
  20. 20. Trap 5: Collateral Dependence  “Collateralizing” knowledge in nascent product stages:     Misleading assumptions become pervasive Good information stales quickly Information Explosion (e.g. frequent updates) Messaging consistency issues (e.g. field attempts to make data relevant)  Collateral serves as a crutch, freezing mistakes and failing to convince customers to buy
  21. 21. Recap: List of Traps     Trap1: Trap 2: Trap 3: Trap 4: Assumptions Lack of Customer Qualification Using Canned Messages Mismanagement of Referential and Competitive Data  Trap 5: Collateral Dependence
  22. 22. Sales Enablement Tactics for PMs and PMMs… Tips for Avoiding the Early Sales Enablement Traps (Demo)
  23. 23. Contondo Demo Mobile Sales Enablement Tip: Mobile and offline access to new product messaging is a must for sales and SE that work in the field. Tip: A Sales and SE friendly UX solicits field participation. Field users have little patience for VPNs and extraneous clicks.
  24. 24. Contondo Demo Scenario Based Messaging Tip: Knowledge portal should be set up like Sales and SE think in terms of opportunity scenarios.
  25. 25. Contondo Demo Scenario Based Messaging
  26. 26. Contondo Demo Scenario Based Messaging
  27. 27. Contondo Demo Scenario Based Messaging
  28. 28. Contondo Demo Scenario Based Messaging
  29. 29. Contondo Demo Scenario Based Messaging Tip: Data should be sorted based on the relevancy to the scenario. The scenario as selected by the salesperson or SE Tip: System should recommend additional helpful data.
  30. 30. Contondo Demo Handling Assumptions Tip: Always track your unproven assumptions and mark them as such.
  31. 31. Contondo Demo Handling Assumptions Sales and SE are prompted to corroborate assumptions by voting helpful or participate by editing the wiki message
  32. 32. Contondo Demo Customer Qualifications Tip: Create customer qualifiers that minimize the opportunity cost by ensuring the teams win the early deals and avoid wasting resources.
  33. 33. Contondo Demo Customer Qualifications Tip: Gamification (e.g. vote trophys and badges) helps encourage Sales and SE contribute data (such as qualifiers) Tip: SE are your product’s best representatives; Integrate your Knowledge Management with the SE mailing list
  34. 34. Contondo Demo Managing References and CI Tip: Getting early feedback from the field should be as easy as 1-2-3
  35. 35. Contondo Demo Managing References and CI Tip: Your systems should share referential and CI feedback instantly with all users.
  36. 36. Contondo Demo Managing References and CI Tip: Your systems should share referential and CI feedback instantly with all users.
  37. 37. Contondo Demo Managing References and CI Tip: All data must be catalogued for scenario relevancy (In this case CI) Tip: Your systems should share referential and CI feedback instantly with all users.
  38. 38. Contondo Demo Managing References and CI Tip: All data must be catalogued for scenario relevancy (In this case CI) Tip: Your systems should share referential and CI feedback instantly with all users.
  39. 39. Contondo Demo Managing References and CI Tip: All data must be catalogued for scenario relevancy (In this case CI) Tip: Your systems should share referential and CI feedback instantly with all users.
  40. 40. Summary Key Takeaways:  Early sales success is critical for sales motivation  Try to avoid deal loss by insisting on proper qualification  Mark all unproven assumptions  SE are the product’s main representatives  Keep on top of requested scenario material  Redistribute referential and CI instantly  Focus on tailored messaging rather than on producing collateral  Work on honing your canned messaging ASAP  Think small sized, scenario relevant, messaging in their pockets (mobile)
  41. 41. About the Speakers  Aviv Ben Zeev - Aviv Ben Zeev has over 15 years' experience working for large, global, high-tech companies in various engineering, sales and sales-management positions.  Assaf Litai - A seasoned entrepreneur, Assaf has over 20 years’ experience defining, developing and selling various B2B products to mid and large scale enterprises globally.
  42. 42. Q&A About Contondo: Contondo provides an innovative knowledge management system tailored for PM and PMMs empowering them to drive sales for their products. For more information contact us at: assaf@contondo.com aviv@contondo.com Twitter: @ContondoMedia Facebook: https://www.facebook.com/ContondoMedia Linked-in: http://www.linkedin.com/company/contondo Website: http://www.contondo.com
  43. 43. Q&A Moderator: Cindy F. Solomon, CPM, CPMM Founder, Startup Product Academy Presenters: Assaf Litai Aviv Ben Zeev Co-founders, Contondo Inc. www.contondo.com © AIPMM 2014 www.aipmm.com
  44. 44. Download Whitepaper New white paper “Sales Enablement Tactics for Product Managers”. http://startupproduct.com/contondo/ © AIPMM 2014 www.aipmm.com
  45. 45. Upcoming AIPMM Courses Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact: certification@aipmm.com. © AIPMM 2014 www.aipmm.com
  46. 46. Upcoming AIPMM Courses Belgrade, Serbia Follow the links above for more information, or contact: certification@aipmm.com. © AIPMM 2014 www.aipmm.com
  47. 47. Upcoming Courses Course & Location CPM® Certification Prep Course & Exam Seattle, WA McLean, VA Dates Days Time May 5-6, 2014 June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA May 7-8, 2014 W, Th 8:30 am – 5 pm McLean, VA June 11-12, 2014 ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 9, 2014 June 13, 2014 F 8:30 am – 5 pm For more information, contact Hector Del Castillo at hmdelcastillo@aipmm.com. © AIPMM 2014 www.aipmm.com
  48. 48. Please Join Us Again! Innovate for Growth and Price for Profits 9 Things Exceptional Product Team Managers Do Improve Product Design Through Gamification Mar 14th, 12 pm ET March 21, 12 pm ET Mar 28th, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Announcements: http://www.aipmm.com/subscribe Call For Speakers: http://www.boldpm.com/call_for_speakers LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © AIPMM 2014 www.aipmm.com

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