“At some point, you need to start talking with the sales force about, ‘Hey, we think we’re going to be bringing this new product to market. What’s the best way to go to market? Can our current reps sell it, or should we have specialized reps? How do we get everybody trained up to understand the customer’s problem and the solution we’re bringing to market?”
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That's my friend Carol Meyers, former CMO at Rapid7. The best way I’ve found to rally these people is to involve them in the decisions that will affect them. This requires that you share some of your thinking early, before the relevant parts of the roadmap are really concrete, to get their input. How do you involve other departments? Discuss.