In this episode, Nacho Harriague, Director of Product Marketing at InvGate, joins Louise Liu to share his thoughts on how product marketers can build and execute a holistic sales enablement strategy. He also shares helpful tips on identifying enablement gaps, aligning cross-functional teams, and using customer insights to build trust and drive adoption among sales teams.
Listen to the full interview above or read on for the highlights from the conversation.
“Go-to-market strategy, positioning, messaging—whatever it is that you are working on—will die in a vacuum.”
This is Product Marketing Episode 64: Nacho Harriague – Building a Holistic Sales Enablement Strategy
Sales enablement is how your work comes alive.
Episode Highlights
Tell us about your product marketing journey. How has that shaped your perspective?
I started selling advergames to large corporations, led marketing teams, and founded a few startups. I ended up doing a lot of product marketing before I even knew what it was. In Latin America, the discipline isn’t very well-known since there aren’t many B2B SaaS startups. I came into it by accident, wearing many hats across sales, marketing, and customer success. It’s helped me understand what different teams need and how they think. I’ve worked on the frontlines, doing customer interviews, selling, supporting customers, and scaling product-market fit. That experience helps me speak the language of other departments and bridge gaps.
Let’s talk about sales enablement. Why is it critical for product marketers?
Because positioning, messaging, and strategy all fall flat if they don’t reach the front lines. Sales enablement is how your work comes alive. If the content you create isn’t being used by sales, or if they don’t understand how to use it, it becomes irrelevant. Especially in sales-led orgs, the sales team is the channel through which your work has impact. Your messaging lives or dies in that conversation between a seller and a prospect.
What does a holistic sales enablement strategy look like to you?
From a product marketer’s lens, I see it through the customer journey. We ask: What do buyers need at different stages? How do we enable SDRs, AEs, SEs, and CS teams to be trusted advisors?
We use win-loss interviews and analyze sales calls to identify gaps. Then we prioritize based on those insights.
Key components:
Problem and persona enablement: Especially for junior sellers, helping them understand buyer needs and challenges.
Positioning and storytelling: Using customer stories and testimonials to back up claims.
Unique value proposition and differentiation: Especially important in crowded markets.
Tactical enablement: Sales process knowledge like multithreading, access to power, deal strategy.
Too often people only focus on tactical training. That’s part of it, but not the whole picture.
What was your approach at InvGate?
First, we built our understanding. That meant reviewing call recordings and running win-loss interviews to get real quotes and recurring patterns. From there, we focused on quick wins—like missing collateral or key customer stories. We delivered what sales asked for, fast. That earned their trust. Then we could build more strategic, layered enablement.
How do you ensure alignment across departments?
You have to talk to people constantly. Share your findings. Listen to their concerns. And then co-prioritize. Sometimes you need executive alignment to push through priorities and make it clear this is a company-wide effort, not just a marketing task. Transparency and tough conversations are part of it.
How do you measure success?
Through sales metrics. Win rate. Competitive win rate. Sales cycle length. The right metric depends on what challenge you’re solving. The good news is: sales has clear KPIs, so you can align your enablement efforts with their goals.
Any final thoughts?
Don’t treat enablement as an afterthought. Your job isn’t done when you write messaging. You need to bring that to life through your customer-facing teams. Build trust. Build relationships. Listen deeply. That’s where the magic happens.
About Guest
+15 years of experience in technology (B2B and B2C), SaaS, gaming, and media. Experience building and managing teams across Marketing, Sales, Partnerships and CS. At Fortune 500 (Disney), niche startups (Wayin/Flowics) and hyper-growth startups (Klue).
I’m naturally curious, and I’ll go deep into the things that interest me. Throughout my entire professional career, I’ve done customer discovery for strategy planning, product development and solution selling.
Co-founded 2 tech startups, the last of which we open-sourced with Google to help news organizations in Latin America. I’ve had first-hand experience building, marketing, selling, failing, learning, and succeeding in bringing a product to market.
