How do you "reuse" 1-on-1 deal assistance so it scales to the rest of the sales team?

One of the best things we can do as PMMs is talk to customers; joining sales conversations is a great way to gain a better understanding of ICP, customer pain points, and market trends – but it's also only scalable when it's focused on high-value engagements, used to test new narratives or positioning, or conduct research that's used to improve foundational assets like positioning frameworks and canonical pitch decks.

Our team focuses our energy on producing and refining those foundational assets, ensuring they're promoted and versions are updated through our content repository. With major overhauls or new content we also like to treat those as launches with dedicated enablement sessions or self-paced learning modules, recordings of peers mock delivering the content. We also increasingly use a guidance slide at the beginning of the deck to highlight "optional" vs. "required" slides.

That's the first line of defense.

When 1-1 support can't be avoided because it's an exec ask, a critical customer relationship, or a relationship you're trying to build, preparation is key. Nine times out of 10, that deal support still involves modifying existing slides into a more tailored presentation or conversation. That's where discovery comes in – whether it's through teams or as part of a dedicated voice of customer session, understanding the customer needs/pains/interests ensures the conversation is valuable for the customer. For those conversations, I like to spend the vast majority focusing on the ask, and spend a portion of the call answering questions I have – either by testing new content, learning more about the customer roadmap, or gaining additional knowledge about the industry. Feeding that intel back into those foundational assets means everyone hopefully benefits from the conversation (and turns an unscalable engagement into a scalable one).