Closing the Gap: How a Customized Enablement Program Transformed a Marketing Team
In the dynamic world of SaaS technology, understanding the customer and how your product offerings address customer challenges is essential to creating effective marketing strategies. When the COO of one of our clients noticed a critical gap in their Marketing team's comprehension of customer needs, product knowledge, and the overall value proposition, they knew they needed to take action.
Identifying the Challenge
The Marketing team was working diligently on their strategy and campaigns, but they were missing key information that they needed to be truly effective. Without the strong enablement that Sales and Success teams are usually provided with, they were lacking a deep understanding of the industry, the real needs and pain points of their customers, as well as the ever evolving product capabilities designed to address those needs.
The Customized Enablement Solution
Level213 developed a comprehensive enablement program tailored specifically for the Marketing team. The program goal was to build a foundational understanding of the industry, buyer personas, buyer challenges, product capabilities, and the company’s value proposition. Additionally, the program was designed to address the unique needs of each function within the team, including demand generation, communications, PR, and product marketing.
Program Components
Blended Learning Approach
The program utilized a mix of live and virtual sessions, supplemented by recordings of live customer calls. This blended approach ensured that all learning styles were catered to and allowed for flexibility in how the team consumed the content.
Direct Ties to Customer Conversations
Course content was directly linked to customer conversations, enabling Marketing team members to hear firsthand the needs expressed by customers and understand how the product addressed them. This real-world context was crucial in making the training relevant and impactful.
Ongoing Customer Call Stream
A dedicated customer call stream was established as an ongoing resource. This stream keeps the content top of mind and allows the Marketing team to stay current on evolving customer needs, pain points, and the solutions the product offers. This continuous learning environment ensures that the team remains agile and responsive to changes in the market.
Results and Impact
The impact of the program was significant and this case study underscores the importance of enabling the entire GTM team, which includes Marketing. For this Marketing team, enablement focused on customer and product-centric knowledge resulted in:
Improved Marketing Effectiveness
Enabled with better insights, the Marketing team could now execute more targeted strategies that resonated more deeply with their target audience.
Enhanced GTM Alignment
With a unified understanding of the company’s product offerings and the customer’s needs, the efforts of Marketing were more impactful. This alignment created a more integrated and cohesive GTM motion from the very top of the funnel through active customer engagement.
Increased Agility
The ongoing nature of the customer call stream meant that the team could quickly adapt to new information, changing customer needs, and how their product addresses those needs. This agility is crucial in the ever-evolving tech landscape, allowing the company to stay ahead of the competition.
Closing Thoughts
This program proved to be a game-changer for our client. By addressing the critical knowledge gaps and fostering a customer-centric mindset, we enabled the team to drive improved marketing effectiveness and achieve their business goals. If you have questions about programs like this or see similar challenges in your organization, we’d love to hear from you. We can be reached at info@level213.com.