STOP HERDING CATS. ALIGNING PRODUCT MARKETING WITH SALES

Robby HalfordDirector, Sales EnablementMalwarebytes

SPOTLIGHT SLIDE

• Ed.D (ABD)- Information System Technology– Indiana University• Master in Education, California State University, Chico• BA- Liberal Studies, California State University, Chico

• Six years selling experience selling in a scratch territory. • Grew the territory 300% in 1.5 years– Club winning

• Six years of Sales Enablement Experience• Herff Jones, Salesforce, Oracle, Appirio, Xactly, Malwarebytes• eLearning Specialist• Instructional Design• Process and Execution

• Education, Process, and Content• Be the snowplow

MALWAREBYTES: THE MOST TRUSTED NAME IN SECURITY

INNOVATION

Including:

• Behavioral identification of ransomware• Machine Learning techniques

• Fileless attack detection

6 PATENTED TECHNOLOGIES+ 8 PENDING

BY THE NUMBERS

500k Downloads

Per Day

3M Remediation Events Per Day

Tens of Thousands of

Business Customers

~25% Growth YoY

35% R&D Spend

Run Rate Business, Cash Flow Positive

$150M -$200M

Global Research

Team

ACCOLADES

Gartner positions Malwarebytes in the Visionary quadrant

2018 Magic Quadrant for Endpoint Protection Platforms

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WHAT’S YOUR VISION?

ACTIVITY 1: REFINING YOUR VISION

• Think about your current role—either on a team or as an individual contributor. What’s your vision for Sales Enablement at your organization?• Individually develop a rough draft of your vision. (5 minutes)• In small groups of no more than four people, share out your rough draft of your

vision in 2-3 minutes. (10 minutes)

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VISION

My vision is to build and deliver intentional, theory-driven, scalable, and measurable enablement to our sales organization with the explicit goal to increase revenue capacity of each salesperson. Our materials will be engaging and relevant to our sellers to increase their competency to do their jobs better with greater skill.

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PUTTING THE VISION INTO ACTION

BUILD ENABLEMENT AROUND CLUSTERSProductLeveled product enablement to help the field take deals from initial conversation to solution

Sales ProcessHard-skills training around Malwarebytes Sales Process including Competitive Intelligence, Proposal Writing, Forecasting, and security acumen

Business PracticesSoft skills training around prospecting, qualification, discovery, negotiation and change management

ContentManage content to be developed and deployed to maximize impact

ALIGNING WITH MARKETING FROM THE BEGINNING

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How Sales Enablement can help you achieve your goalsThe Sales-Go-To-Market Guide helps all stakeholders release something new to the sales organization. It incorporates:

1.Types of items that require contemplation of this guide2.What is needed to announce it and land it with sales3.How Sales Enablement should partner with the Marketing GTM team and plan in order to release and market to prospects and customers4.Our Weekly Status Update (Projects we are collaborating on with Marketing GTM Team)

Sales-Specific GTM Guiding QuestionsWhat to ask yourself before announcing the product or position to sales:•What does success look like?

•Logo, ARR or another target?•How will we find customers?

•Such as existing customers only, same accounts we target for existing products, or other.• How do we bring the product to market?

•Were pilots already done that we should know about?•Do case studies exist that we can leverage?•Is there a marketing campaign that will drive leads to the BDRs?•Are there marketing events where we will announce or promote the item?•Is there a blog post or press release?•How should sales sell it? (stand-alone, bundled, lead-in, etc.)•After we sell it, is the company ready to implement and support it?

GTM CHANGES SHOULDN’T SURPRISE ANYONE

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Timing to Release to Sales•Before announcing to the public:

•Write and share the talking points for sales if customers ask about it. Consider email, Slack and an LearnCore lesson and Town Hall session.•Write the press release article

•Soon before it’s ready to sell:•Create the Level 1 Enablement Course and supporting sales materials (see Bill of Materials)•Plan ahead for the reps to have time to get trained either via LearnCore or develop alternative enablement plans with Sales Enablement. Do not schedule all hands calls without collaborating with Sales Enablement first.•Get the pricing and integration into the orders process•Get the incentives for selling it figured out

•When it’s ready to sell:•Ensure the full “Bill of Materials” list, such as cold-call script, objection handling, persona details, pitch deck, competitive insights, videos, etc. is available for sales in Box, announced in Slack

• After it’s in the market:•Ensure the full “Bill of Materials” is managed and versioned; with items being updated, replaced or removed when and as needed

GO-TO-MARKET PLANNING

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Set of Deliverables Owner Assistance from and how

Value Proposition and Messaging:Sales pitch, videos, case studies, cold call scripts, etc.

Product Marketing and Sales Management

Product Management with background information as to why the product was built and for whom

Objection Handling, Differentiators & Competitive Insights:Battlecards, overall differentiators

Product Marketing Product Management with competitive insights

Buyer Persona Insights Product Marketing Product Management

Sales Process:Activities and Sales stage exit criteria

Sales Ops Sales Enablement to document and train

Pricing Pricing Committee Product Marketing

Pitch Certification & Enablement Development Product Marketing or Product Management

Sales Enablement to vet, load and assign courses

Enablement Consumption & Certification Sales Enablement Sales Management to direct teams to complete enablement

Incentives Sales Ops Sales Management

Content Management Sales Enablement Each content owner to update content

PUT INTERNAL WEBINARS TO BED

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• Very difficult to track engagement

• Doesn’t scale. No one wants to watch an hour recording.

• Expensive to run with a low ROI (About $5k per hour based on 100 SaaS sellers)

BRING IN THE FLIPPED CLASSROOM • Work with your SMEs to develop the core content that is presented in no more than 15-

20 minutes

• Scales across all regions by making it on-demand

• Develop activities around the content to assess knowledge transfer• Host Town Halls after the enablement to answer deal specific questions

THE RIGHT STUFF FOR PRODUCT ENABLEMENT

ACTIVITY 2: WHAT’S ON YOUR LIST

• In groups of no more than four (4), decide all the elements are required to effectively enable a seller on a new product. (5 minutes)• Share with the group your list. Actively listen to not repeat something that has

already been mentioned. (5 minutes)

Level 1:Prospecting

Level 2:Qualification and

Discovery

Level 3:Solution

Having a conversation about the product/solution with the goal of getting the next meeting with the right support

Progressing the opportunity through qualification and discovery to proposal with Pre-Sales Support

Developing the solution with identifying the proper resources to scope and deliver a winning proposal for the project.

LEVELED PRODUCT ENABLEMENT

20 MINUTE LEVELED ON-DEMAND LEARNING

• Glossary of Terms

• Why <Solution>?

• The Elevator Pitch

• What does <Solution> matters to our customers?

• Why us? Why now?

• Where <Solution> fits in our offerings

• Say this, not that

• Where we win/where we need to defend

• Competition

• Target personas

• Potential Objections and how to overcome them

• Commercial Insights

• Bite Sized Success Stories

• Pricing

• Demo of the product

• Additional Resources

• Looking for the right deal (“A” deals vs “A” companies)

• Qualification questions by persona• Executive, Implementer, Operational,

Financial Leaders

• Value Propositions and why/who it matters

• Discovery Questions • Operational, Budgetary, Business

Challenge, Visionary, or Performance

• Advanced Objection Handling

• Leading to our unique strengths

• Challenge Customers’ Assumptions

• Catalyze Action

• Bite Size Success Stories

• Additional Resources

• Mutual Action Plans

• Who to Engage Internally

• Scoping

• Estimating

• Executive Summary • NOSE- Needs, Outcome, Solution, and

Evidence

• Proposal Best Practices

• Contracts

• Negotiations

• Additional Resources

Level 1 Level 2 Level 3

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ACTIVITY 3: HOW CLOSE ARE WE?

Thank you!rhalford@malwarebytes.com