How do you approach creating sales enablement material for a global product?

When creating sales enablement material for a global product, the approach can depend on the team structure. If the global team owns content creation, they should take regional nuances into consideration from the start, ensuring it’s flexible enough for localization. However, if regional teams are expected to localize, the global team provides core materials that can be adapted for local needs. Collaboration is key—global provides the foundation, and regional teams fine-tune it to resonate with ...Read More

Here are what I think are the top (3) things to keep in mind with enablement for a global product: You will always have to prioritize based on the regions with the largest TAM and biggest opportunity for impact. You don't have to create everything all at once. Select the most critical regions and create a backlog for enablement to follow in smaller markets. Wherever possible, create modular content where you can leverage 70-80% of the material at a global level and create modular slides (of what ...Read More

Great question! At Zendesk, we do provide sales enablement for a global product with a global sales team. Here are a couple of things I like to focus on: Region-specific case studies: Include relevant case studies and testimonials from each region to make the material more relatable. Whenever possible, localize the content for 1-2 priority regions Involve local teams early and often: Work with local sales teams and regional experts to gather insights and ensure the material is relevant and effec ...Read More

My approach to creating sales enablement material for a global product (and global sales team) is similar to how I would build content for an in-house sales team. Understand Your Audience and Their Needs Run regular sales enablement surveys to measure confidence levels in different regions, different use cases/challenges your product solves, competitors, etc. This will help you track the success of your enablement program over time and identify some low-hanging fruit. Additionally, you can—and s ...Read More

This is a great question as it's so important to think globally but act locally to effectively develop and deliver relevant sales enablement collateral. Whether you are launching a new product, or entering a new market with an established product, it's important to get customer input for messaging and what sales enablement material will be most impactful. New product launch When working for a professional social media platform (hint: see where I posted my article below), we were launching a new ...Read More