Solution enablement at EXFO
Solution enablement focuses on explaining and promoting how a mix of EXFO adaptive service assurance (ASA) products, services, and partnerships form a differentiated solution that enables service providers to address specific business challenges, use cases, or applications.
Solution enablement integrates strategic positioning and thought leadership, while identifying and articulating the unique solution attributes that differentiate EXFO from its competitors, quantifying the solution benefits, and creating a sense of urgency using the “challenger sales” approach. Solution enablement also integrates and reinforces product marketing (product features, technical capabilities, and benefits) by expressing how each component contributes to the overall capabilities required to compose the solution.
What will you do
The solution enablement manager is responsible for the strategy, direction and management of solution enablement content for the ASA platform. This includes the messaging (unique selling points, competitive differentiation, benefits, commercial insight), content and collateral (presentations, infobriefs, case studies, web content, blog posts, digital content, videos) and sales tools (benefits calculators, modular content for direct account engagement).
While leading a team of solution enablement specialists, the solution enablement manager is responsible for defining the strategy and tactics of solution launches, marketing to engage target personas at key accounts, promoting EXFO’s ASA capabilities to the broader target market and partners, as well as developing training1 and sales enablement resources2. The solution enablement manager tracks performance against objectives and develops strategies for continuous improvement.
The solution enablement manager collaborates closely with ASA division leaders, product and solution management, portfolio strategy, sales, partnership, business development resources, customers, industry associations and industry analysts to formulate solution strategy, sales enablement content and delivery that is aligned with sales and customer needs, market trends, EXFO ASA platform capabilities and the development roadmap.
The solution marketing leader ensures that messaging, content, launch and campaign strategies are respected and scaled out by team members, and ensures alignment, interlock and collaboration with the ASA product organization and marketing teams. The role is supported by project and campaign marketing management resources, contract content writers, corporate communications, as well as internal and external digital, social media, graphic design, and paid media management and PR and analyst relations resources who are responsible for delivering on campaigns, promotion, event coordination, finished content, publishing and promotion.
Deep customer focus and understanding of key business drivers
Solution-oriented, understanding the junction between products and business pains and the value they create
Strong core marketing skills; experience creating compelling product and solution content and training materials
Creative thinker with excellent communication and interpersonal skills
Strong technical aptitude to learn products and solutions and be able to quickly and effectively communicate their value and benefits to others
Self-starter with the ability to work independently; anticipates needs and takes initiative
Experienced in marketing telecom service assurance solutions
Thrives when working cross-functionally with Marketing, Product Management, Sales, and other teams
5-10 years’ experience in Product Marketing, Product Management, Marketing Communications, or a closely related discipline.
2+ years as a team lead or other leadership role
Proven track record of driving results in an environment with a high degree of autonomy
Experience with complex technology solutions, including software-as-a-service (SaaS) and cloud computing
Track record of strong influencing and stakeholder management skills
Undergraduate degree in business or equivalent experience; MBA is a plus.
Pragmatic Marketing-certified or other product marketing certification is a plus.