Mind the Gap

Can you effectively create content without being connected to the product and customer? In this episode, I talked with Rish Bhandari, CEO at Content Beta, on the differences (and similarities) between content and product marketing. In our discussion, we cover: why product marketers can create powerful content, instances where it makes sense for content and product marketing to be on the same team, and why "T-Shaped" marketers are often the most successful

To hear more from Rish, you can hear him as the host of the Product Marketing Show, produced by Content Beta.

Do you need a survival guide to market in a scale up? In this episode, Tom Lloyd, VP of Marketing at SEDNA, breaks down the paradox of marketing at a scale up - having to do more with less and why many decisions aren't as 'either/or' as they seem, but can be 'both/and'. Also covered: Why you need to balance proactive strategies with reactive tactics to be effective, and keys for predicting where marketing strategies and tactics may fail before they do.

This episode is for any marketers who feel like they're trying to do the impossible with the resources they have.

Can you love a product so much that you market it?

In this episode, Nick is joined by Erik Mansur, VP of PMM at Crayon, to commiserate and share best practices over their experiences joining marketing leadership at companies after having used the product. They cover the pros and cons of having user empathy coming into a marketing role, the double-edged sword of assuming that other users are just like you, and examples of messaging a traditionally 'nice to have' product to a 'must have' product during a recession

If you like this episode and care about seeing how your competitive program measures up to the rest of the indsutry, check out the Crayon Competitive Program Grader at https://crayon.co/competitive-program-grader

The sales team has to know when new content comes out - but if you tell them everything all fo the time, they're going to end up drowning you out.

In the final episode of our four part miniseries on content enablement workflows, Nick sits down with Felix Krueger, CEO at FFWD, to discuss the importance of a purpose-driven content strategy, why sales enablement has to know how sales is using content, and why most sales enablement projects should be viewed through the lens of change management, and effective ways to communicate changes.

This episode is perfect for sales enablement managers  and product marketers that can't seem to get their sales team to pay attention to changes in content.

How do you keep your sales content library up-to-date without sacrificing quality? In this episode, Nick sits down with Gaurav Harode, Founder at Enablix, to discuss why typical folder and storage systems aren't great at organizing sales content, why even the best content libraries eventually go bad without intervention, and easy steps to improve the quality of your content library.

This episode is perfect for anyone in sales or content enablement trying to control the amount of sales and marketing content in their library without spending a ton of time or energy doing a complete audit.

Marketing can create collateral for sales, but without effective feedback it's never going to do the job.

In part two of our 4-part content miniseries, Nick and Andrew cover why no one creates a 'perfect' piece of marketing content on the first release, how a modular approach to content creation helps facilitate feedback between sales and marketing, and why part of sales enablement's job might be getting negative feedback, and taking it in stride

This episode is perfect for anyone wanting to facilitate successful feedback from their sales team without opening up too much to needless criticism.

While it may feel like a pipe dream to some, half of all sales and marketing content is produced by sales reps themselves in healthy revenue organizations.

In the first episode of our four part miniseries on content enablement workflows, Jonathan Tavella, head of sales ops at Minna Technologies, helps me understand why the sales team is "accidentally" creating so much valuable content, Easy ways to turn your sales team into a bona fide content engine, and how to pull insights out of a busy sales team.

This episode is for any content marketers who want to scale output by using the entire revenue team.

Everyone talks about building your personal brand online, but who really wants to play the Linkedin "game"? Why is finding good agency help so difficult? Can you really record a video podcast in a kitchen?

In our first LIVE episode, Nick sits down with Daniel to discuss the importance of building a personal brand, ways to find a unique perspective on what's happening in your industry and world, why finding good freelance and agency work is so difficult, and the right mindset to be in when searching for agency help as a marketer.

This episode is perfect for any marketers struggling to find the right fit with an agency, or anyone trying to justify the time or effort it takes to build a brand online.

How do you define sales readiness, and is it really separate from enablement? In this episode, Nick sits down with Jawahar Kanjilal, Founder and CEO of Streamz.ai, to discuss what it means to truly be sales-ready. They also dive deep into why the job of the sales rep is so dynamic and how to best prepare reps for the ever-changing outside world.

This episode is perfect for anyone preparing for sales who's interested in how AI can prepare and train sales reps.

Where's the line between sales and sales enablement? Should Sales Empowerment be a thing? What's Ikigai and how does it apply to sales?

In this episode, Nick talks to Andrew Gray, Director of Sales Enablement at SambaNova Systems as they cover a lot of ground on everything from The difference between sales and enablement and why former reps make perfect enablers to finding purpose and breaking into enablement from sales.

This episode is for anyone looking for the deeper impact that revenue enablement can make on teams, and honestly gets pretty inspiring at times.