You can enable sales as a last-mile stakeholder in the release process.
OR
You can partner with them when planning your go-to-market strategy.
A big thanks to Natalie and Ben from Navattic for having me on the latest episode of their Revenue on the Rocks podcast.
We chatted about product launches and how PMM and Sales can (and should) come together earlier in the process.
Empathy is an underrated skill in product marketing.
It’s easier to work with sales when you take a second to try and understand the different pressures they feel during a launch.
For example, Ben shared how sales often feels out of the loop on launches. And in situations where their compensation structure, performance metrics, or credibility with prospects is impacted, it can be super stressful when things seem flung on them at the last minute.
That’s why it’s important to Involve the sales team earlier in the product launch process.
Work with them to build and test your messaging.
Run pitch contests to help reps learn from each other and perfect your message.
Partner with sales leadership to run spiffs around new products.
Allow everyone to play with new features and get confident with demoing.
Create a space for reps to ask questions and build an internal Q&A.
Is this going to happen for every launch?
NO
But if reading this post reminds you to be more mindful of how your next launch impacts sales and involve them earlier in the process — we’ve done our job.
Listen to the whole episode below ⬇️
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