Why Your Enablement Services Must Be Aligned On A Value Messaging Level

Imagine that your global marketing team has created new value messages for a new product launch. This messaging goes into the team’s online content, its demand and lead generation campaigns and, of course, they will integrate it in all customer-facing content assets the marketing team is responsible for. Sound good? So far, yes.
Now the product management team creates product training so the sales force can sell this new product. However, their training approach and the content they use is based on a product perspective rather than on customer challenges and a customer’s path perspective. Additionally, the value messages they use (if they use any) are copied-and-pasted from a similar product. Still sound good? Now, absolutely not.
Furthermore, the recently established sales enablement program wants to justify its existence and has created interactive playbooks for all major product lines, based on, yes, the previous value messaging approach.
Imagine how this approach impacts the