AMA: AUGMENTT VP of Marketing, Sean Lauer on Sales Enablement

More than most PMMs think. PMM owns the positioning and competitive story that determines whether a rep can actually handle a tough conversation with a buyer. If you hand off a deck and walk away, you have no idea what landed and what got lost in translation. The feedback loop between what you built and what happens in = deals is too valuable to ignore. Own the "why buy" and "why now" story because everything else in sales training should build off that, with product details as backup. Co-design ...Read More

The question I start with is pretty simple: does this require knowledge or practice? Product overview, messaging basics, competitive context, that stuff goes async. Reps can work through it on their own time and come back to it later. Live time is expensive and most teams waste it covering information when they should be using it for things that actually need a human in the room. Getting reps to a place where they actually believe the story they are telling. But it needs to be sequenced correctl ...Read More

The mistake most teams make is building the playbook they wish sellers would read instead of the one they will actually use. If it takes too long to find what a rep needs before a call, then it's too complicated. Start with the smallest set of things that gets a rep from zero to confident on a call, and add from there based on what they actually ask for. The MVP is pretty straightforward: A one-page pitch narrative, a concise ICP description, your top three to five objections with responses, and ...Read More

The gap between knowing something and doing something about it is closing faster than most teams are ready for. Things that used to take weeks, like figuring out which talk track is landing or building a rep-specific brief before a big call, are just faster now. The part that keeps me honest, though, is that AI makes it easy to produce a ton of content quickly, and that is where message consistency starts to slip if you are not paying attention. Get your content library organized before you laye ...Read More

The problem is that content churn usually means people are working from different source material, or they started creating before the messaging was locked. PMM's job is to get in front of that. If the rest of marketing is rewriting each other's work or spinning up assets that contradict each other, that is a sequencing problem. Get the messaging foundation agreed upon and shared before anyone opens a Google Doc or a Figma file. Build a single messaging source of truth that covers the campaign s ...Read More

If you don't have a framework before the requests start coming in, you will be put in a reactive mode. I like to look at pipeline impact, how often similar requests are surfacing, and whether a specific request feels connected to our greater strategy as a marketing team. A one-off ask from a single rep lands differently than a pattern you are seeing across a dozen deals in a key segment. Ask how many deals a given request will affect, at what stage, and in which segment so you can determine wher ...Read More

Be present before you need something. That is really the best answer. Reps like to work with PMMs they trust, and trust comes from demonstrating that you understand what their deals actually look like. If the only time sales hears from PMM is when there is a launch to announce, the relationship is already behind. Attend pipeline reviews and QBRs regularly, and be present more often than when there is a product moment to support. Talk to top performers before building anything. Their wins will te ...Read More