The dark side of product marketing: buyer and sales enablement w/ Anna Borbotko

Sales enablement is the name of the game for B2B product marketers, but it’s also a double-edged sword. We want to make it better, but we’re getting asked for more revenue — with less budget and headcount.  To fight this dark side, we’re joined by Anna Borbotko, buyer and sales enablement lead at Tomtom.  And product marketing Jedi. She wants to make the B2B buying process simpler and better, and she has deep expertise in GTM and positioning. In this 36-minute conversation, we cover: →One gruesome process Eric Holland and Marc Benioff can both agree on. It’s a (serial) barcode killer. 77% from a recent Gartner report agreed.  →How TomTom pivoted from being 99% B2C to now being 90% B2B →Best 7-word reply when sellers ask: “What do PMMs even do?!” →Why enterprises are losing 2.3M every year on collaterals that are never used → Surprising fix to book more sales meetings from cold outreach. No GPT required. Anna instead made one simple sentence change. →The role of marketing in buyer enablement →The differences between startups and enterprises for PMMs →Less fluff, more substance. What marketers should do better?  → The dark side of product marketing? You know it, but Anna’s take will still make you cry.  Anna will tell you everything about how she’s seeing the B2B buying process evolve and what her best tips are to navigate it as someone who manages the whole thing at TomTom Get ready to join the dark side of product marketing