Giving Sales a Complete Toolkit

In small and large software companies alike, Product Management is usually the critical factor in creating an effective sales toolkit. That's because Product Management marries the strategic goals coming from the management team with the level of detail needed to support the sales team. Product Management takes its understanding of everything from the business model to the targeted customer profile to the company and product positioning, and brings it to bear on the distinct benefits and associated features of the software. It's the ability to translate the generalities of the marketing message down to the specific and practical details of what the software does, so that sales reps have a long list of capabilities that they can relate to bigger needs and benefits.

So one key result of thorough Product Management is the existence of a complete toolkit for sales. But providing the right toolkit requires more than just providing the tools. It's just as important to provide guidance on how to use the tools. Without guidance and training to the sales force on how to use the fine-tuned sales mechanism you have provided, you may find it used as a blunt instrument, to little effect.

Read Giving Sales a Complete Toolkit for a description of the important tools to include in a sales toolkit, and a discussion on how to help sales reps use the right tool to do a precision job each time.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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