The Four P’s of Product Enablement (Part 2)

B2B marketers are always thinking about how to educate and empower their sales teams. In Part 1 of this series, we introduced the concept of the “Four P’s of Product Enablement” and talked about the first two P’s: Positioning and Pitch.

Positioning in regards to product enablement simply means turning your external product marketing message into “sales-speak.” The goal is to provide short, repeatable statements that sales reps can remember and use in customer conversations. Once you have the positioning in place, you can then create a story around your product with a sales pitch — a script that includes everything your sales reps will say when they talk to customers, including introductions, discovery questions, customer challenges, solution value, a mutual plan, and a closing

In today’s post, we are going to look at the last two P’s of the puzzle: Play and Program.

Play

A sales play includes the positioning and the pitch and is your one-stop-shop for sales success. For us here at Salesforce, it typically consists of one centralized “cheat sheet” where we provide everything a sales rep would need to know in an easy-to-read, digestible format. We try to keep these play documents evergreen — they can be used by new AEs who are just stepping into their role or reused by sales leaders on a monthly recurring cadence.

When we deliver sales plays to our reps at Salesforce, we start by running a report with accounts for our sales teams to go after. The goal is to ensure that their outreach is strategic and and targeted directly at our potential buyers. We also sort these reports by territory and account owner so they are personalized to our individual AEs.

Our finalized sales play always includes:

  • The target audience (with links to report)
  • Talk tracks and email templates
  • Discovery questions
  • A bulleted list of customer pain points and solutions
  • Links to relevant blog posts or white papers

Once we have our sales play organized and ready to go, we put it all together with a program.

Program

A sales program is the actual formalized day and time when our sales team will run the play. Our goal with a sales program is to make executing this play as easy as possible. We want to take our positioning, pitch and play and bundle it up as a go-to-market strategy to for our sales team to put it into action.

When we think about a strategic sales program, we start by defining the desired outcomes. How will we measure the success of the program? At Salesforce, it’s typically in terms of pipeline generated. We also want to make sure we think through exactly what our sales reps our asking for when they pick up the phone — what’s our desired call-to-action? Lastly, we want to decide on the sales teams that will be participating in this program — is it our SDRs, BDRs, or AEs?

Once we have these details in place, we schedule the blitz activities. This includes any pre-enablement sales training, as well as the actual call down itself.

Lastly, we track and measure our results. We need to have metrics that we can take back to our sales and marketing managers to evaluate whether or not our program was successful.

The Four P’s of product enablement — Positioning, Pitch, Play, and Program — are the secret sauce behind how we achieve marketing and sales alignment at Salesforce. Is this how your business executes a product enablement strategy? Tell us about it in the comments!

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