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The enablement imperative

The enablement imperative

Product Marketing Alliance
PRO

September 09, 2020
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  1. THE
    ENABLEMENT
    IMPERATIVE

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  2. #RepsLoveHighspot
    Product
    Positioning
    Messaging
    Content
    Product?
    Positioning?
    Messaging?
    Content?
    PRODUCT
    MARKETING
    TRADITIONAL
    ENABLEMENT RESULTS?
    OUR PAIN IS REAL
    Ask the Expert
    Email
    Webinar
    Portal

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  3. #RepsLoveHighspot
    WHY

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  4. #RepsLoveHighspot
    CONVENTIONAL WISDOM
    Content
    CONTENT
    MANAGEMENT
    • Findability
    • Analytics
    • Governance

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  5. #RepsLoveHighspot
    OUR REAL GOAL
    ELEVATE CONVERSATIONS
    TO WIN AND KEEP
    CUSTOMERS

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  6. #RepsLoveHighspot
    OUR REAL GOAL
    CUSTOMERS HAVE HIGH
    EXPECTATIONS YOU WIN BY
    EXCEEDING THEM

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  7. #RepsLoveHighspot
    ELEVATING CUSTOMER CONVERSATIONS
    WHAT TO KNOW
    WHAT TO SAY
    WHAT TO SHOW

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  8. #RepsLoveHighspot
    HOW
    Content
    CONTENT
    MANAGEMENT
    Write Down
    What to Know,
    Say, Show

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  9. #RepsLoveHighspot
    GUIDANCE IS ABOUT ACTION
    OBJECTION COMPETE CROSS-SELL
    UPSELL LAUNCH EVENT

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  10. #RepsLoveHighspot
    v
    #RepsLoveHighspot
    EXAMPLE SALES PLAY

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  11. #RepsLoveHighspot
    GUIDANCE IS A
    BRIDGE BETWEEN
    MARKETING AND SALES

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  12. #RepsLoveHighspot
    GUIDANCE TURNS
    CONTENT INTO ACTION

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  13. #RepsLoveHighspot
    WHO BUILDS THE GUIDANCE

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  14. #RepsLoveHighspot
    ANALYZING PERFORMANCE
    v
    KNOW
    SAY
    SHOW
    Modern Analytics
    AI Inferencing
    Content Genomics®

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  15. #RepsLoveHighspot
    Product
    Positioning
    Messaging
    Content
    Buyer Satisfaction
    Deal Velocity
    Win Rates
    PRODUCT
    MARKETING
    BUSINESS
    OUTCOMES
    GUIDANCE DELIVERS STRATEGIC ADVANTAGE
    CONTENT
    Renewal Rates

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  16. #RepsLoveHighspot
    NOW WHAT
    GUIDANCE IS THE DIFFERENCE
    THINK DIFFERENTLY
    DIFFERENTLY
    WORK

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  17. THANK YOU!
    Robert Wahbe
    Booth 15
    www.highspot.com

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