Buyer Roles
What are our 3 main buyer roles (hint they are acronyms)
ATL, OTL, BTL
What is marketing
Responsible for developing content,
messaging, and positioning for sellers to
drive Go-to-Market strategy
what is enablement
Enablement is a strategic, cross-functional
discipline designed to increase sales results
and productivity by providing integrated
content, training and coaching services for
GTM teams along the entire customer’s
buying journey
what is a sales leader
Sales leadership is the discipline of guiding the
strategic direction of the sales function and
managing the sales organization to achieve
commercial objectives
Name this persona role: Driven by business goals and initiatives, analytics driven
ATL
What is an example of a BTL persona
Individual contributors, AE's, sellers, user buyers
What are major focuses in the marketing role
Content management, messaging and positioning, GTM strategies
what are the major focuses in the enablement role
onboarding, ongoing training, manager enablement, change management, supporting strategic initiatives
what are the major focuses in the sales leadership role
landing initiatives, forecasting revenue targets, drive consistent performance, coach reps
What is an example of a "bad title" for prospecting a sales persona?
AE, Regional Sales, AM, Sales Manager
What does ATL stand for
Above the line
How does highspot help a marketing persona
manage and govern content, provides detailed analytics into whats working and what's not, guide reps, engage buyers
how does highspot help an enablement persona
manage and govern content, guide and equip reps, engage buyers, train and coach reps, analyze performance
how does highspot help a sales persona
engage buyers, guide reps, train reps, coach reps, analyze performance
What is one discovery question you could ask a marketing persona based on what you know today?
How are you currently storing your content? How can you tell what is landing and what is not? How do you launch new products to the field?
What does an OTL persona care about
Solution Buyers - Objectives, increasing quota attainment of their teams, professional support, personal win
What are some challenges today
what are some key challenges today
building and scaling onboarding, how do i improve productivity and effectiveness, how do i track reps adoption of new content and how it is landing with our buyers, scaling enablement efforts across the field
what are some key challenges today
reps not ramping quickly enough, not adopting new strategies or tools, small % of reps carry majority of quota attainment, sharing best practices, rep turnover
What is a main goal across all personas
Prove ROI (ROEI, ROMI)
Generate revenue
What are the main goals of ATL personas
Business Goals and Initiatives
Who is an ATL marketing leader here at highspot
Liz Tassey, Lucas Welch
Who is the enablement leader here at highspot
Annie Lizenbergs
what are some sales leaders here at highspot (across all levels)
Austin Hitchcock, Brie Tobin, Stu Gammon
What is your favorite persona and why?
any answer