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22 December 2023 5 min read


FROM FRICTION TO FUEL: BRIDGING PRODUCT MARKETING AND SALES ENABLEMENT GAPS

Membership content

This post was a collaboration between

Abhinav Joshi, Katie Pariseau


 * ABHINAV JOSHI
   
   Director of Product Marketing at Red Hat
   
   More posts by Abhinav Joshi.


 * KATIE PARISEAU
   
   Director of Enablement at TrustRadius
   
   More posts by Katie Pariseau.


 1. Defining the interconnected roles
    1. 
    2. Product Marketing: Owning strategic messaging and positioning
    3. 
    4. Enablement: Translating complexity into clarity
    5. 
 2. Best practices for strategic coordination
    1. 
    2. Laying the groundwork upfront
    3. 
    4. Embedding inclusion in both directions
    5. 
 3. Overcoming misalignment roadblocks
    1. 
 4. Constructing a maturity model for scalability
    1. 
 5. Adopting a tailored, modular content approach
    1. 
 6. Conclusion
    1. 

This article comes from our expert panel, ‘Enablement vs product marketing; Who
should own what?’, at our Austin 2023 Sales Enablement Summit, to hear the
insightful discussion in full, click here.

--------------------------------------------------------------------------------

Have product marketing and sales enablement ever felt like ships passing in the
night at your company? You're not alone.

Even at sophisticated enterprises, tension and misalignment often simmer between
these interconnected functions so pivotal for revenue growth.

In a fascinating panel discussion, our industry leaders, Katie Pariseau,
Director of Enablement at TrustRadius, and Abhinav Joshi, Director of Product
Marketing at Red Hat, traded insights on how the two departments can shift from
friction to strategic collaboration.

Across the complex sales journey, marketing owns the strategic messaging while
enablement translates that for customer-facing teams. 

When firing on all cylinders together, they wield the power to revolutionize
sales productivity, client relationships and ultimately, the bottom line.

Yet as Katie and Abhinav related through hard-won experience, a myriad of
hurdles always seem to surface - from conflicting priorities to inconsistent
messaging, to stretched bandwidth.

The good news? By using best practices uncovered here, enablement and product
marketing can start operating less like disjointed siloes and more like the
unified revenue engine they’re meant to be.

Let’s dive in to extract actionable lessons on how you can iron out those
widespread pain points!



DEFINING THE INTERCONNECTED ROLES





PRODUCT MARKETING: OWNING STRATEGIC MESSAGING AND POSITIONING




In the panel discussion, Katie defined enablement as “the last three feet of
marketing”, focused on intimately understanding sales reps’ daily challenges.

Meanwhile, product marketing plays the role of “partner in crime” and subject
matter expert, arming enablement with the raw intel and building blocks needed
to resonate with the field.


ENABLEMENT: TRANSLATING COMPLEXITY INTO CLARITY




At Red Hat, Abhinav’s product marketing concentrates on market positioning,
honing messaging, analyzing competition and foundational content creation. 

Enablement then serves that crucial “last mile” function - making complex
messaging relatable, actionable and relevant for customer-facing roles through
sales skills reinforcement and content amplification.

As Abhinav added, product marketing supplies the crucial “raw ingredients”,
while enablement elevates them into “snackable” assets catered to the reps’
limited bandwidth between customer calls.

When strategically coordinated, the specialized strengths shine brighter
collectively than individually. 

Marketing supplies the critical building blocks while enablement elevates them
into digestible assets catering precisely to reps’ limited attention between
calls.

Yet this interdependency also underscores why friction so easily erupts when not
grounded in a shared vision. 

Just as reps struggle to convey disjointed messaging confidently to prospects,
competing product launches and priorities quickly inundate enablement with
overwhelming requests to juggle simultaneously.

--------------------------------------------------------------------------------

Scaling sales enablement: a product marketing perspective
Sapphire Reels took us through a case study and provided practical tips for
scaling sales enablement to win the hearts of your sellers while driving the
right value-selling behaviors. Sapphire explained how product marketing can have
a great impact in sales enablement.
Sales Enablement CollectiveMax Duce


--------------------------------------------------------------------------------




BEST PRACTICES FOR STRATEGIC COORDINATION





LAYING THE GROUNDWORK UPFRONT




With specialized focus areas, consistent collaboration proves vital for
executional excellence. Katie finds it blossoms by first identifying mutual
priorities and desired outcomes.

For sizable product launches or rebrands, smart upfront planning requires both
departments divide and conquer responsibilities under a unified banner while
validating progress rigorously at each checkpoint.


EMBEDDING INCLUSION IN BOTH DIRECTIONS




Abhinav embeds inclusion through enablement’s active participation in product
marketing’s inner circle – attending team meetings, collectively celebrating
successes and tackling challenges. 

This facilitates rapid feedback loops so insights translate into continual
content improvements while confronting issues in lockstep.

When recruiting product marketing talent, enablement leaders could consider
competencies like adaptability, vulnerability and creative problem-solving
skills as complementary to technical subject matter expertise. 

With the ability to challenge ideas respectfully on both sides, strengths meld
synergistically.

--------------------------------------------------------------------------------

“Diverse teams outperform the competition”, with ETQ’s Melanie Walter
ETQ’s Melanie Walter has years of experience in building enablement functions in
addition to her qualifications as a Diversity, Equity, Inclusion and Belonging
(DEIB) practitioner.
Sales Enablement CollectiveDaniel O’Dowd


--------------------------------------------------------------------------------


OVERCOMING MISALIGNMENT ROADBLOCKS




🤼 Competing internal interests

A common frustration raised stems from uncoordinated, warring priorities across
product lines. 

Enablement gets caught in organizational cross-fire attempting to juggle an
overload of competing requests.

🤷Mixed messaging baffles sales

When marketing messages clash or contradict, sales reps struggle to communicate
confidently to customers. 

Abhinav shared that this duplication of effort perplexes reps navigating where
to find definitive answers needed in the field.

🎯Centralizing content for simplicity

Katie advised constructing one reliable enablement portal, prominently featuring
product marketing support contacts to resolve questions. 

Recording and reviewing sales calls also helps marketing anticipate what complex
customer inquiries to expect and prepare for.





CONSTRUCTING A MATURITY MODEL FOR SCALABILITY




Katie outlined a four-stage continuum where rigid status quos mean relationships
stay siloed and inconsistent. 

Progressing to a working relationship provides communication alignment but not
interlocked strategic orientation. Reaching the level of integrated partnership
involves jointly architecting major launch roadmaps to multiply effectiveness. 

Abhinav injects financial accountability through sales plays tracking asset
usage and messaging back to accelerated deal closures. 

When product marketing quantifiably demonstrates enablement’s assets that are
accelerating revenue, respect is cemented.

No matter where teams fall currently, using the maturity model to spot gaps,
while securing quarterly relationship reviews centered on mutual goal
progression, you can build the foundation for scaling success in the long-term.





ADOPTING A TAILORED, MODULAR CONTENT APPROACH




With salespeople squeezed on bandwidth, relevance and accessibility are
non-negotiable for enablement content adoption. 

Abhinav’s Red Hat tailors training specifically for account executives,
pre-sales engineers and digital marketers. With ultra-targeted modular assets
mapped to personas, retention and recall soar.

For customer-facing teams bouncing between calls, microlearning and on-demand
content get maximum mileage, in comparison to imposing lengthy live sessions. 

That said, virtual instructor-led workshops remain crucial for product
capabilities requiring a two-way dialogue.

Katie emphasizes drilling down to specifics on how new features impact
individual sellers’ quotas or team commissions, framed around enabling their
roles. 

When tied directly to their success and incentivized structures, motivation to
absorb concepts skyrocket.

By combining granular personalization, differentiated learning pathways and
reinforcement through usage metrics and feedback surveys, enablement content
stays laser-focused on directly improving productivity. 

When sales consumption increases, so does marketing’s content reach. Together
they unlock a flywheel propelling mutual objectives forward.



CONCLUSION




At its core, both teams share one unified vision: ensuring salespeople have the
arsenal to drive mutual revenue success. 

With executive buy-in, shared metrics and processes, enablement and marketing
can interlock synergistically to execute high-impact initiatives as one.

So when these specialized functions actually sync up, magic happens. 

Reps master effective storytelling. Prospects feel understood, trusting
knowledgeable advisors tailored precisely to their needs. Deals accelerate as
customer value hits home.

By setting off with an autopsy of pain points, constructive future visioning
grounded in shared metrics and responsive agility toward sales’ ever-changing
reality, you can start strengthening partnership foundations now.

With gaps filled, completely new doors for influencing revenue open through your
symbiotic superpowers. The question is – are you ready?



--------------------------------------------------------------------------------


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This post was a collaboration between

Abhinav Joshi, Katie Pariseau


 * ABHINAV JOSHI
   
   Director of Product Marketing at Red Hat
   
   More posts by Abhinav Joshi.


 * KATIE PARISEAU
   
   Director of Enablement at TrustRadius
   
   More posts by Katie Pariseau.

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From friction to fuel: Bridging product marketing and sales enablement gaps


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