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Elizabeth Brigham is a Product Marketing Manager at Jive Software, overseeing the Social Marketing and Sales Solution. Her passion lies in providing fellow marketers and sales practitioners a better way to get work done, beat the competition to market and close sales faster. Prior to Jive, Elizabeth was a Manager of Product Management at Walt Disney Parks and Resorts Online where she managed content and commerce strategy for the Parks and Resorts portfolio of brands. She began her career at McMaster-Carr Supply Company managing call center teams, domestic and international sales operations, supply chain logistics, and sales software development. Elizabeth earned her BA in English Literature from Davidson College and an MBA from the Ross School of Business at the University of Michigan. In this piece, Elizabeth explains how to engage sales with competitive learning:

 

With JiveWorld past us and Halloween imminent, many of us are knee-deep preparing for a big kick off to 2013. As a product marketer, I'm thinking about themes, goals and best practices to prepare for our annual Sales Kick Off event coming in January. More specifically, I'm working with my team to brainstorm strategies and tactics around the 4 E's - Engage, Educate, Energize, and Extend - adding those to our marketing suitcase of the 4 P's and C's. When I think about the 4 E's of Sales Kick Off, here are the main tenets that I keep in mind:


  • Engage
    • Get buy-in and collaboration from marketing and sales to develop the kick off eventgia.png
    • Put together an agenda and content that will excite the sales team; keep it as short as possible while still achieving main goals
    • Think about "virtual" kick off opportunities for globally distributed teams
    • Figure out a way to bring in key partners/channels so they hear the same message as the rest of the sales team
  • Educate
    • Ensure all new product information is conveyed in an easily digestible format; include specific benefits and talking points that sales can use immediately
    • Reinforce learning through different channels - video, documents, discussions, etc
    • Connect sales to the appropriate product marketing SMEs
  • Energize
    • Make it fun; rally the troops; send them out with guns blazing
    • Share quotas, incentives and other comp plans
    • Present awards, recognize achievements
  • Extend
    • Develop ways to make sales kick off into a year-round activity/state of mind
    • Make all materials available and easy to access for sales post-event
    • Get sales ramped up as quickly as possible to close business faster
    • Shorten sales cycles by ensuring questions from sales kick off get answered and schedule follow ups as necessary

 

Over the next few weeks, I'll be sharing video interviews from our Jive experts on how they use Jive to deliver on the goals outlined above.

 

I want to hear how you're preparing for Sales Kick Off! What are your best practices for getting sales engaged in 2013?