Modern demand generation helps to drive TOFU (top of the funnel) revenue attribution through tools like marketing automation. As marketing continues to evolve into a science as much as an art, how do we use that same level of precision to measure the middle and bottom of the funnel (MOFU and BOFU) effectiveness?

Sales enablement is more relevant than ever in a remote-first world. Learn how product marketing earns a seat at the table to help drive measurement around sales readiness. You'll walk away knowing how to:

  • Create a sales playbook that consolidates who you sell to, why they buy, and how to talk about your solutions
  • Create sales plays that are repeatable and scalable
  • Measure sales effectiveness and enablement across the middle of the funnel

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KEYNOTE

Shyna Zhang has built and led product marketing teams from Seattle to Singapore at companies like Microsoft and Marketo. She now runs consulting company Product Marketing Advisory Firm, which works with Silicon Valley's fastest-growing companies.

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