Jena Donlin

We currently use Highspot — before this we've used a number of CMS systems including Drive & Google Docs, Dropbox Paper, Percolate, and Docurated. We also evluated Guru and some others. We also use Confluence for internal documentation. No tool has been perfect — but we've seen good traction with Highspot. The biggest challenge imho is on the usage side and getting solid adoption of the tool for all use cases (remixing, pitching, etc). I want good analytics and an understanding of how sales assets are used. The challenge is that there are still a lot of people keeping, storing, and creating presentations on their desktop. It makes measuring performance and impact harder — and also drives me a little crazy on marketing rights (logos/permissions/etc). Also, if anyone has tips for how you measure and evolve marketing assets, I would love to talk. There is a lot of "I like this" and "I don't like that" or "we need this" but I would like to get a little more regimented to creating and optimizing assets.

Building on Jennifer's reply above, we have 4 tiers. We aim to do proactive work (meaning working with BDRs, sales, account managers, success team) to identify a way to engage, grow, or expand an account within the top 10 accounts. This hits all points in the funnel and often involved multiple teams and units. This could include sponsoring a company event and creating custom content to get in front of a big portion of their employee base. In the second tier (100 accounts), we have a request field in Salesforce for "Customized Marketing Request" and will work on materials or collateral to support an ongoing effort (generally more MOFU). The rest of our work across the next two years we focus on scalabliity. Our dream state (and it works sometimes) is to think about this as a feedback loop. We can identify holes in our material and update the more general materials with this highly targeted work and narrative. 

I would highly recommend having visibility and clarity on your product vision and mission as part of undersetanding the roadmap. To me, the product roadmap should be the path to fulfill this larger mission and objective. There is a 20-year-roadmap exercise in Jake Knapp's Brand Design sprint that I found really helpful for understanding long term objectives and positioning for the brand (and ultimately the product for my company): https://library.gv.com/the-three-hour-brand-sprint-3ccabf4b768a