This panel discussion explores the evolution of sales enablement from traditional asset distribution to buyer-focused strategies. Three product marketing experts from ServiceNow, Vector, and a mid-sized company share how they’ve transformed their approaches over the past 12-18 months. Key shifts include moving from broad enablement to targeted, ICP-focused strategies, reducing asset bloat, and implementing AI-powered solutions. ServiceNow has seen 40% more deals closed and 60% larger deal values by focusing on buying groups rather than individual personas. The speakers discuss dropping lengthy training sessions in favor of 30-minute focused enablements, using AI for product intelligence queries, and creating buyer enablement materials like business cases and ROI calculators. The conversation covers how AI is being used to personalize sales plays based on buying group engagement, create synthetic focus groups for persona research, and generate FAQ videos using tools like Synthesia. The panel emphasizes the importance of understanding industry-specific language, enabling internal champions to build business cases, and shifting from product-first to problem-first narratives in sales conversations.
Arthur Castillo, Head of Community and Customer Marketing, Storylane Anna Startseva, Director, Product Marketing, ServiceNow Alex Virden, Product Marketing & GTM Strategy Expert & Founder, Virdical Vivian Jordan, Sr PMM, AI, Cornerstone OnDemand
