Episode 647 | Equipping Sales & Support With Critical Product Knowledge As You Grow

Feb 7, 2023

Whitney Deterding, a product marketing expert, shares invaluable insights on equipping teams with essential product knowledge. She discusses the pivotal role of communication as startups scale, emphasizing how to effectively relay product features and benefits. Whitney elaborates on strategies for onboarding sales and support teams, advocating for knowledge sharing and structured resources. She highlights the importance of effective training and product positioning to ensure teams can confidently articulate value and better understand customer needs.

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Intro

00:00 • 3min

Navigating Product Marketing in Growth

03:09 • 13min

Empowering Onboarding with Knowledge Sharing

16:35 • 5min

Equipping Sales Teams for Success Through Product Knowledge

21:52 • 5min

Empowering Sales Through Effective Training

26:43 • 5min

The Art of Product Positioning

31:19 • 9min

In episode 647, Rob Walling chats with Whitney Deterding about product marketing and how to equip sales, support, and your entire team with critical product knowledge as you grow. We dive into how to communicate all aspects of your product, from individual features to benefits and use cases.

When you're one or two people, you're doing all of this as a founder, but the moment you have three, four, or more people on your team, you have to figure out a way to communicate how the product is changing effectively. Otherwise, your prospects, sales, and support won't know that.

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Topics we cover:

4:08 - What is product marketing?
8:56 - How do you implement cross team knowledge sharing?
14:54 - When should you start writing product or launch briefs?
16:35 - Training new sales and customer success people
23:05 - How to equip your salespeople
31:18 - Product positioning
35:13 - How to navigate positioning changes over times

Links from the Show:

Whitney Deterding (@WhitDeterding) I Twitter
Coschedule
Guru
TinySeed
TinySeed Applications Q&A on February 8

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you.

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