How do you ensure your sales team is versed enough in using the right messaging with the right customers?

Messaging effectiveness is as much about internal and external activation as it is about developing compelling messages that lands with customers. Too often, messaging falls flat because it’s treated as a one-time deliverable rather than an ongoing process to enable the organization to apply it effectively.

Ensuring the sales team is effectively versed to use the right messaging with the right customers is a combination of enablement, reinforcement, and feedback loops. Messaging isn’t just a document you hand off—it needs to be embedded in how sales teams engage with prospects, reinforced over time, and continuously refined based on real-world feedback. Start by making messaging practical and actionable. Instead of simply sharing a messaging framework, translate messaging into materials that align with the sales team’s workflow— sales slides, talk tracks tailored for discovery calls, email templates for outbound prospecting, battlecards to tackle objections, and customer stories that demonstrate key value points. The goal is to make messaging not just something they read but something they can use effectively in conversations.

Training and reinforcement are also key. Have a dedicated enablement session with role-playing exercises where reps practice articulating key value propositions. Then, reinforce messaging in ongoing sales enablement. And make sure you have sponsorship from sales managers who play a crucial role in reinforcing messaging in their team meetings and 1:1s.

Finally, ensure messaging is a two-way conversation, not just a top-down directive. Sales teams are on the front lines, and their feedback is critical in refining messaging so that it land with customers. Set up regular feedback loops—whether through ongoing syncs with sales leaders, quick Slack surveys on what’s working, and listening to Gong or other call recordings to hear how messaging is resonating in real-life sales conversations. The best indicator that messaging is effective isn’t just sales saying they like it—it’s seeing them use it successfully to drive more meaningful customer conversations and close more deals. If reps are struggling to articulate value, it’s often a sign that messaging needs to be clearer or that more enablement (or messaging refinement) is required.