What steps do you take to make sure the Sales team actually uses the enablement materials you create? Especially for organizations where the Product Marketing role is new, and they take everything just as "a suggestion"

This may sound simple but: create the enablement with them, not for them. When sales reps, and especially sales leaders, are invested in the content they will use it. You know you have a winning enablement when sellers are organically using it in customer conversations. So, here's a checklist to make sure your next enablement lands:

• Identify your core objectives for the enablement: pipeline, product participation, win rate, etc.

• Run a kickoff with key sales leaders and stakeholders. Show them your objectives and let them speak free form on how they would look at hitting the objectives.

• Share 2-3 drafts with them of the enablement and iterate based on their feedback.

• Ask them to represent some or all of the content. If it's on a zoom, ask them to co-present with you. If it's async, ask them to send the email or the slack.

Enablements that fall flat are ones that are created and shipped from the marketing department. Enablements that land are ones that are co-created by all functions touching GTM.