As sales reps plunge into the overcrowded B2B market, only armed with a product, the need to carve out a unique narrative has never been more crucial. This essential task of building compelling stories and narrative is where product marketers step in, acting as crucial allies for sales reps when they face competition in the marketplace. In this article, we shall dive into the critical role a product marketer plays in sales meetings and pivotal ways they can impact the eventual outcome.
In the traditional view, sales are often seen as the main player pitching the company to potential customers, with product marketers tucked away behind the scenes. However, the reality is, product marketers are instrumental not only in preparing groundwork for sales meetings but also in active participation.
They craft the narrative around the product, highlighting its unique selling points, and help place the product positively in the mind of prospects. Their role can be succinctly summarized in three sections: pre-sales, during the sale pitch, and post-sales.
In the pre-sales phase, product marketers help shape the narrative and the 'go-to-market' strategies. They prepare slide decks, marketing collateral, and competitive battlecards that help sales teams have a successful conversation with prospects.
But their role is not just restricted to creating materials. They also play a critical task in training and arming the sales team with product-related knowledge, market updates, and competitor information through regular sales briefings.
In many industries, product marketers often take active roles in the sales meetings. They accompany the sales team for demos, assist in deep technical discussions, or help navigate sticky objections. By putting forward the product's story in a crisp, compelling, and comprehensive way, they prove instrumental in engaging prospects and steering the pitch towards closure.
The role of product marketers stretches beyond the sales meeting. Post-sales, product marketers help draw insights from customer interactions to refine the value proposition, product features, and overall marketing strategy.
Their deep involvement at each stage of the sales cycle contributes to better alignment across teams, higher lead conversions, and ultimately, growth in revenue.
1. Understand Customer Psyche: Sales calls and meetings offer a wealth of first-hand insights into the minds of prospects. Product marketers get a chance to understand the pressing pain points, priorities, and preferences of the target audience. This knowledge can be translated into marketing campaigns, product development, and an overall value proposition.
2. Receive Product Feedback: Sales meetings can also act as a reality check. They offer an unbiased arena to test out product features and positioning with real prospects. This valuable feedback can help product marketers shape the product roadmap or even reinvent existing narratives.
3. Maintain Fresh Sales Collateral: By staying in constant touch with sales interactions, product marketers can keep track of what resonates with prospects and what misses the mark. This allows them to maintain updated product presentations, FAQs, battle cards, etc., ensuring the sales team always has the best tools at their disposal.
4. Nurture Cross-functional Synergy: Product marketers act as the liaison, bridging the gap between different teams. Regular collaboration with sales during meetings helps break silos and fosters a culture of cross-functional synergy.
Traditionally, a considerable part of a product marketer's job involves manual effort -pent in researching and synthesizing information to build sales narratives. The advent of artificial intelligence platforms like Aomni has changed that, offering AI-powered solutions to facilitate account planning, customer insights, competitive intelligence, and personalized content for sales teams.
These platforms perform market research, update battlecards, and automate many mundane tasks once deployed, thereby clearing precious time for product marketers to work on core responsibilities.
In the ever-competitive world of B2B sales, where each conversation could be the difference between a won or lost deal, product marketers take on a pivotal role. By producing effective sales narratives, delivering engaging presentations, and offering critical insights from customer interactions, they are the unsung heroes empowering sales teams to thrive in the market. The blend of their strategic insights and tactical skills, augmented by AI platforms like Aomni, can escalate the overall sales efficiency, paving the way for revenue growth.