Pam Didner - Effective Sales Enablement

Aligning sales and marketing strategies is a core part of my role internally at my company but also consulting with our clients. Its hard to get started and never fully solved but this book offers great insights on how marketing can better support sales so companies can start improving alignment today. Mike Weir, Senior Director, Sales, LinkedIn Marketing Solutions

From the C suite to the fulfilment team, the impact of generating more sales will affect the entire corporation. Tapping into the knowledge of the marketing team and having that team work, not side by side, but integrated with the sales team, is genius. Effective Sales Enablement is a growth generator. Ginger Shimp, Senior Marketing Director, SAP

This book is going to help you move from sales trends to business solutions. The actions, insights and advice Pam shares in this book are valuable to everyone driving revenue for their organization. If you want to move from theory to implementation, Effective Sales Enablement is the best tool to impact your business. This an engaging book with actionable insights and a delightful perspective made possible thanks to Pams enterprise-level B2B experience. Mark Godley, CEO, LeadGenius

Marketers cannot be successful without a strong understanding of sales. Effective Sales Enablement will help align marketing and sales using effective sales enablement tools. Pam Didner draws on her decades of experience to show how this melding of marketing and sales teams is a winwin for companies, customers, and overall business. A must-read. Nancy Bhagat, CMO, Communications Solutions Segment, TE Connectivity

Internal silos are the biggest threat to creating a customer-centric organization. And the biggest one Ive seen to date is the gap between sales and marketing organizations. Didners Effective Sales Enablement is PURE GOLD. It provides a marketers perspective on how to increase the business impact of any sales organization. Highly recommended to marketing and sales leaders alike! Ekaterina Walter, digital transformation leader, international speaker, author of The Laws of Brand Storytelling

Is Sales from Mars and Marketing from Venus? Better, how much more success would you have if all the planets were aligned? Pam makes complete sense of the sales and marketing universe in this book. Read this. Then get your teams to read it. Robert Rose, Chief Strategy Officer, The Content Advisory

Most sales enablement books are about sales training and development. Its refreshing to find a sales enablement book written from a marketers point of view. Didner shows how you can integrate your marketing elements into external sales efforts or vice versa. A must-read for sales people and marketers. Alana Zamora, Senior Director, Global Content Marketing & Strategy, Medallia

This book will help any business create a sales enablement plan that will grab the attention of everyone up and down the corporate ladder. Emma Hitzke, Global Head of Marketing, Intel Artificial Intelligence

With this book Pam Didner draws on her decades of experience to show how the melding of marketing and sales teams is a winwin for companies, customers and overall business. Her real-world examples give great guidance on how to excel in your role, whether that is marketing or sales. Jeff McKittrick, Senior Director of Digital Sales Platforms, Cisco

Look no further. We finally have a hands-on masterplan for bridging the often-adversarial marketing and sales relationship. Sales and marketing alignment is much discussed, but rarely achieved. Effective Sales Enablement is the playbook for realizing that goal. Pawan Deshpande, CEO, Curata

The most useful and specific guide ever created for B2B marketers to shepherd sales success. 100% recommended! Jay Baer, founder of Convince & Convert and co-author ofTalk Triggers

Achieve sales growth through collaborative sales and marketing

Pam Didner

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2018 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

2nd Floor, 45 Gee Street

London

EC1V 3RS

United Kingdom

c/o Martin P Hill Consulting

122 W 27th Street

New York, NY 10001

USA

4737/23 Ansari Road

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New Delhi 110002

India

Pam Didner 2019

The right of Pam Didner to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 8364 7

E-ISBN 978 0 7494 8365 4

Typeset by Integra Software Services, Pondicherry

Print production managed by Jellyfish

Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon CR0 4YY

To the unsung heroes who work behind the scenes to enable their sales teams. Keep moving forward. You rock!

Pam Didner is a content marketing leader, author and speaker. Having held various positions at Intel, she led many of Intels enterprise product launches and worldwide marketing campaigns. Her position supporting direct and indirect sales teams as a marketer has given her a unique perspective for sales enablement with expertise in delivering global marketing and sales success.

Her first international book, Global Content Marketing, offered an accessible, comprehensive process to scale content across regions. She was selected as one of BtoBs Top Digital Marketers in 2011 and 2012. Global Content Marketing was named one of the top 10 marketing books of 2014 by Inc.

Pam has been a repeat presenter at highly regarded conferences such as Content Marketing World, Social Media Strategies Summit, Media Hungary, Integrated Marketing Summit and more. She has given presentations in the US, Asia, Europe and Central and South America. She was an adjunct instructor at West Virginia University and the University of Oregon School of Journalism. She is an expert at creating successful global marketing plans that meet the needs of local marketing and sales teams. She leads a boutique consulting firm that trains, coaches and provides strategic guidance on audience development, messaging architecture, editorial planning, content creation, and sales and marketing collaboration on a global scale. Her clients include Intel, 3M, Sunstar, Cisco and TE Connectivity, to name just a few. She also shares marketing thoughts at her site pamdidner.com and contributes articles to the