What's the trick to get sales to buy into the messaging you've built?

I wish I had some magic answer here, but it's really a simple one. Build it with them. I think too often marketers go create messaging and then come back with a big reveal to launch it, or forget to spend time with sales so they understand the problem the messaging is solving. Keep in mind, it has to be helpful to both your prospects/customers AND sales! So, my advice is to spend time understanding the issues sales is facing. Share how your messaging will address them and ask for their advice and support while you build it. Then have them help you roll it out!

Getting sales (or any team, really) bought in on the messaging you've developed can be difficult. Some tactics that I've found successful include:

• Involving Sales: Get sales leaders involved early in the process. Interview a few top salespeople to look for themes and patterns they hear from their calls. Listen to sales calls and collect the data (use as a source to help build credibility). You don't need to take all the information that the sales team gives you, but it can be good guidance to help point you in the right direction.

• Use case studies: Capturing customer testimonials where they hint at your messaging and value pillars is a great way to get sales bought in. At a previous company, I would hold "Voice of the Customer" enablement sessions where I'd do a case study interview with the customer and allow other people to ask questions, too. In one session, the customer paraphrased our messaging and our main pillars for why he selected our solution- I think that was a real sticking point for many people on the call.

• Repetition: Message enablement isn't a one-and-done thing. You need to constantly repeat it in everything you do. Every product launch should hint at it, every enablement session should focus on the themes, and every one-pager the team asks you to create should include it. Over time, it'll stick.