Convince
your boss
Download
your brochure
Build and scale a sales
enablement program that converts
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Brought to you,
in partnership with...
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Course
overview
Tired of mediocre sales enablement resources leaving you directionless? This course will navigate you through the creation of optimal sales enablement programs that converts more prospects into customers. With guidance from industry experts, easy-to-use templates, and insightful case studies, you'll soon be championing the value of sales enablement within your org.
Imagine crafting an engaging onboarding program, creating compelling sales content, and confidently measuring your success. Our course is a roadmap to success. But we're not just about theory - we provide the tools needed to make a real difference in your business and drive revenue. So, get ready to conquer sales enablement and watch your sales skyrocket.
Chapters
- How to get the most out of this course
- Resource library
- What is sales enablement?
- The value of sales enablement
- The foundations of sales enablement
- Who owns sales enablement?
- Structuring sales enablement teams
- The sales enablement charter
- Bonus: Creating a scalable sales enablement function
- Module #1 Key takeaways
- Coursework
- Time to reflect
- Exam
- Fireside chat: Sheevaun Thatcher - RingCentral
Chapters
- Company alignment
- Encouraging cross-collaboration
- Making sales enablement's voice heard
- Qualified leads
- Bonus: Sales and marketing lead optimization
- Lead-qualification matrix
- Module #2 Key takeaways
- Time to reflect
- Exam
- Bonus: Driving cross-functional alignment to improve outcomes
- Fireside chat: Lyle Jacon
Chapters
- An intro to sales onboarding and training
- Welcome your new hires
- Prepping for onboarding
- Bonus: Building an onboarding program
- Training and coaching
- How to improve sales team training sessions
- Module #3 Key takeaways
- Time to reflect
- Exam
- Bonus: "It's about making things simple", with Shift's Kevin Rich
- Fireside chat with Tom Cheriyan at OwnBackup
Chapters
- Ideal customer profiles
- Personas
- [Bonus] Develop personas the right way
- Empathy mapping
- The customer journey
- Module #4 | Key takeaways
- Time to reflect
- Exam
- Coursework
- [Bonus] Four steps to sharpen your go-to-market focus with customer segmentation
Chapters
- What is sales enablement content?
- Sales scripts
- Product sheets
- Competitor analysis content
- Battlecards
- Creating content salespeople will love
- Whitepapers
- Case studies
- Develop a sales enablement content strategy
- Sales enablement playbook
- Bonus: Creating a sales enablement playbook from scratch
- Module #5 Key takeaways
- Time to reflect
- Exam
- Coursework
Chapters
- Sales enablement metrics
- Content usage
- Time to productivity
- Win/close rates
- Average deal size
- Sales velocity
- Sales confidence
- Reporting findings
- Bonus: Enablement metrics 101
- Module #6 Key takeaways
- Time to reflect
- Exam
- Bonus: The dark arts of data
- Fireside cha: Laura Welch (HP) and Rob Hornish (Redaptive, Inc)
Chapters
- Tech and tools in sales enablement
- Company alignment tools
- Onboarding and training tools
- Empowering reps to be self-sufficient
- Bonus: Using technology to increase sales
- Customer-centric tools
- Sales content tools
- Tools for metrics and measurement
- Module #7 Key takeaways
- Time to reflect
- Exam
- Bonus: Using AI in sales enablement
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Modules
Chapters
- How to get the most out of this course
- Resource library
- What is sales enablement?
- The value of sales enablement
- The foundations of sales enablement
- Who owns sales enablement?
- Structuring sales enablement teams
- The sales enablement charter
- Bonus: Creating a scalable sales enablement function
- Module #1 Key takeaways
- Coursework
- Time to reflect
- Exam
- Fireside chat: Sheevaun Thatcher - RingCentral
Chapters
- Company alignment
- Encouraging cross-collaboration
- Making sales enablement's voice heard
- Qualified leads
- Bonus: Sales and marketing lead optimization
- Lead-qualification matrix
- Module #2 Key takeaways
- Time to reflect
- Exam
- Bonus: Driving cross-functional alignment to improve outcomes
- Fireside chat: Lyle Jacon
Chapters
- An intro to sales onboarding and training
- Welcome your new hires
- Prepping for onboarding
- Bonus: Building an onboarding program
- Training and coaching
- How to improve sales team training sessions
- Module #3 Key takeaways
- Time to reflect
- Exam
- Bonus: "It's about making things simple", with Shift's Kevin Rich
- Fireside chat with Tom Cheriyan at OwnBackup
Chapters
- Ideal customer profiles
- Personas
- [Bonus] Develop personas the right way
- Empathy mapping
- The customer journey
- Module #4 | Key takeaways
- Time to reflect
- Exam
- Coursework
- [Bonus] Four steps to sharpen your go-to-market focus with customer segmentation
Chapters
- What is sales enablement content?
- Sales scripts
- Product sheets
- Competitor analysis content
- Battlecards
- Creating content salespeople will love
- Whitepapers
- Case studies
- Develop a sales enablement content strategy
- Sales enablement playbook
- Bonus: Creating a sales enablement playbook from scratch
- Module #5 Key takeaways
- Time to reflect
- Exam
- Coursework
Chapters
- Sales enablement metrics
- Content usage
- Time to productivity
- Win/close rates
- Average deal size
- Sales velocity
- Sales confidence
- Reporting findings
- Bonus: Enablement metrics 101
- Module #6 Key takeaways
- Time to reflect
- Exam
- Bonus: The dark arts of data
- Fireside cha: Laura Welch (HP) and Rob Hornish (Redaptive, Inc)
Chapters
- Tech and tools in sales enablement
- Company alignment tools
- Onboarding and training tools
- Empowering reps to be self-sufficient
- Bonus: Using technology to increase sales
- Customer-centric tools
- Sales content tools
- Tools for metrics and measurement
- Module #7 Key takeaways
- Time to reflect
- Exam
- Bonus: Using AI in sales enablement
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Modules
Our stats
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“Sales Enablement Collective Core was a joy to go through. The structure of the course was well thought out. The information was presented in engaging bite-sized formats to easily digest all the information given throughout the course.
What I really appreciated was the resources provided along the way, and that I can access the content in the course at any time for when I might need a refresher - which makes me feel very supported on my enablement journey.”
Lillian Fodor
Revenue Enablement Specialist
“It's amazing to see this topic covered on any level since often times people forget about sales enablement and what it means for an organization.”
Asya Bashina
Director of Product Marketing
“Demystifying sales enablement - for good!”
Igor Kranjčec
Head of Revenue
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Sheevaun Thatcher
Sheevaun's journey from team sports to technology leadership is as dynamic as her approach to business. From coding to professional services, she found her true calling in strategic enablement, bridging sales and leadership to drive winning strategies. Her playbook, built on proven methods and tools, fuels sales velocity and growth. With investor confidence in her vision, Sheevaun champions the power of people, recognizing that success is fueled by team dynamics and individual drive.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Tom Cheriyan
Thomas, the Director of Revenue Enablement & Operations at Rattle, brings 15+ years of tech sector experience, excelling in intellectual property, technology, engineering, and strategic marketing. Holding an MBA from Zicklin School of Business and a Bachelor's in Computer Engineering from The City College of New York, he's also an Adjunct Professor at CCNY, nurturing future engineers and business leaders. Beyond work, Thomas cherishes his role as #girldad to two amazing daughters.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Laura Welch
Laura is the Director of MADO Change Management at HP, bringing over 20 years of experience in marketing and product marketing to her role. With a strong background in training and enablement spanning over 15 years, she is known for her expertise in driving organizational change. Laura is also a professional speaker and TEDx presenter, captivating audiences with her talk "10,000 Miles: The Momentum of One Step". Beyond her professional accomplishments, Laura holds a 3rd Degree Black Belt in MMA and serves as a mentor for the Young Women's Association in Austin (YWA), empowering the next generation of leaders.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Rob Hornish
Rob is the Chief Sales Officer (CSO) at Redaptive, Inc., where he brings his dynamic leadership style to drive sales excellence. With a relentless focus on results, he leads by example in the trenches, coaching his team to success. Rob's ability to simplify complex technical challenges and build consensus among diverse stakeholders ensures wins for his team, partners, and customers. His commitment to investing in his team's development and fostering trust underscores his dedication to driving sustainable growth while keeping the journey enjoyable.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Sapphire Reels
Sapphire's the Director of Portfolio and Integrated Marketing at Pluralsight, where she leads the teams responsible for evolving the company's story as a multi-product platform, and creating/deploying globally integrated marketing programs.
As a sales enablement specialist, Sapphire’s a creative thinker within the realistic scope of an analytical mind. She enjoys telling stories fueled by data and empathy and is au fait with sales enablement best practices.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Josh Smith
Josh is a versatile professional specializing in Salesforce optimization, sales management development, and sales enablement. With expertise in training, coaching, and equipping sales teams with essential tools, he ensures their success. Josh is also adept at online lead generation, collaborating closely with marketing and sales to optimize conversions. His proficiency extends to project management implementations using Trello.com. Working three days a week with The Guardian's commercial teams and freelancing on others, Josh brings a wealth of experience to diverse clients.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Lyle Jacon
With over 25 years of experience leading three companies and diverse departments, Lyle thrives in building, improving, and fixing processes. A seasoned expert in Sales Operations and Sales Enablement, he pioneers strategies aligning sales teams with evolving sales technology. Lyle excels in coaching and fostering team success, collaborating seamlessly across departments. His proficiency spans sales technology integration, leveraging various CRM systems, and driving relentless process enhancements. With a passion for success and a knack for creating smiles, Lyle embodies effective leadership and continuous improvement.
By the end of the course
you'll be able to...
Master strategy
Grasp and implement comprehensive sales enablement strategies that align with your company's objectives and drive revenue growth.
Optimize onboarding
Establish effective onboarding programs that accelerate new hire productivity and foster a positive sales culture.
Evaluate success
Skillfully measure and analyze the impact of your sales enablement initiatives, guiding data-driven adjustments and enhancements.
What's
included
Engaging, high-quality materials designed to enhance your understanding of sales enablement, brimming with real-world examples and practical applications.
Rigorous, interactive assignments tailored to reinforce your knowledge and sharpen your skills in creating efficient sales enablement programs.
Comprehensive questions designed to test your grasp of the material and give you the confidence to apply your new knowledge in real-world situations.
Battle-tested templates and frameworks at your fingertips, ready to simplify your workflows and give you a head-start in implementing sales enablement strategies.
Valuable insights and observations from leading industry professionals, offering unique perspectives to inspire innovation in your sales enablement journey.
Additional reading material to deepen your understanding and keep you abreast of the latest trends in sales enablement.
24/7 course availability, ensuring you can learn at your own pace, anytime and anywhere. Dive in when it suits you best, and revisit the material as needed.
An esteemed CPD-accredited certification upon completion, verifying your prowess in sales enablement and enhancing your professional credibility.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this course plus 25 others,
with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Live workshops every month
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Learn from industry leaders, and gain practical skills to drive business growth.
Hands-on templates and actionable insights to enhance your sales enablement strategies.
Earn a certification that validates your expertise and opens doors for career advancement.
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Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
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the same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
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Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
Sales Enablement Certified: Core is a comprehensive course designed to empower you with the knowledge and skills to effectively design, implement, and assess sales enablement strategies. The course provides a rich blend of expert-guided content, practical templates, interactive assignments, and real-world case studies. It’s a self-paced, step-by-step framework that contains seven modules, 40+ chapters, 19 actionable templates and frameworks, vetted exam questions, and 13+ hours of content.
This course is specifically designed for marketers wanting to improve their sales enablement knowledge, including:
- Sales professionals
- Sales leaders
- Marketing managers
- Product marketers
The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Sales Enablement Certified!
You can take however long you need to work through the materials, it’s completely flexible. The course consists of 13+ hours of on-demand content, including activities and exams.
For life! A one-off payment gives you unlimited to all the course’s content.
$1299. With this investment, you'll have a blueprint for becoming a first-rate sales enablement expert, essential for thriving in a long-term product marketing career. This includes 13+ hours of OnDemand course content, templates to put your theory into action, and coursework to consolidate your learning.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.
Students like you
always love...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.
Discovery
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets