Enablement tactics and tools that work for a team of 50 reps need to be adjusted when you deal with a team of 500 globally dispersed reps. Some common challenges I have seen include:
- Multiple enablement/training tools and portals making it confusing for reps to know where to go
- Breaks in communication and lack of localization of content
- Failure to take local needs into account
- Changes in personas and competitive environment
- Prioritization of requests
Product marketers should work with their sales enablement counterparts to identify best practices that can scale and centralize communication and access to content and tools. While the company may use multiple LMS systems for training in general, enablement should decide on a single sales enablement and training platform. Ideally, every sales team will use it so you can track effectiveness and consolidate reporting.
Product marketing also needs to be in touch with the sales leaders across the different regions to better understand local needs from a product, messaging, and content perspective. Adjustments in persona-based messaging and sales decks will be required.
The best advice I can give for PMMs working across global teams is to always ask themselves: will this work in EMEA, APAC, etc. as well or do we need to adjust? When in doubt, talk to someone in the region to make an informed decision and take this into account when building your plan.