This largely depends on the size and distribution of your sales team. On one end, if you have a small, locally based sales team then this is managable and usually lower effort than what you'd need to do on the other end of the specturm for a massive sales team that is highly geographically distributed, and that is also aligned to customers in different segments and/or industries. In general, ruthless consistency and over-communication via multiple formats (one pagers, slide decks, websites, FAQs, enablement videos) goes a long way, as does getting them to actively participate (ie. through messaging certifications, having their peers coach and test them on the messaging, etc) in fun ways--you'd be surprised what infusing a fun theme or some costumes can do. It can also help to align the messaging to different stages of their selling methodlogy.
Repetition is so important; it's about embodying the messaging in everything PMM produces, and as you enable on different assets, tying it back to the strategy. Show examples of how key points can come to life in an outbound email, provide them with quick-reference bullets that they can use as reminders of what to always reinforce in their communications.
If you're rolling out a new deck, don't just train on it one time. Introduce it, have strong reps or leaders demonstrate delivery. Show it working in the field. Give opportuntiies for them to role play and practice pitching. Ask the team what makes sense and doesn't.
Lastly, we use Gong, and I love sharing snippets of calls where the messaging was delivered well (and even where customers essentially play back our messaging to us!).
This continues to be an evolving process but we leverage a few things:
Great question! You can easily spend a lot of time on building the perfect messaging framework, but it can be useless if other teams, especially sales, do not understand it or believe in it - so here are a few things to keep in mind as you work through messaging:
Lastly, your messaging should be easy for anyone - in or out of your org - to grasp. If your messaging really tells the right story, sales will WANT to learn it.
This is a tough one. I work mainly on Southeast Asia which is made up of multiple regions and languages. With minimal resourcing, we tend to do a large online training once a week with the intention to reach as many sales folks as person.
Aside from what Anjali is recommending, you will need to understand how your team sells. (e.g. their sales process) You will need to make sure how messaging can play in 1st Call Deck, Battle cards, and other assets and collaterals that will help them win deals. You will need sales champions who will evangelize your messaging, and champions will include Head of Sales, Regional Managers, and Highest performing reps. The reason for champions is because you will need theHead of Sales and Regional Managers because it's a bit of top-down. But importantly, you will need the highest Performing Reps because sales reps only listen to other sales reps who are closing deals because they want to make money too.
My favorite approach to ensuring the sales team gets messaging is two-fold:
Work with sales leadership: Get alignment from sales leadership early and often. If they are bought into the messaging and feel they were part of the process, they will make your life a hell of a lot easier by supporting the messaging indepdently and holding reps accountable.
Work with sales enablement: Work with SE to understand the gaps, confusion, and lack of trust that may be existing within the sales team and work together to create an action plan for success.