Product Enablement Suite

Executive Summary

Following a major corporate merger, 250+ reps lacked systematized product training across a 40+ product suite, forcing them to navigate fragmented, hours-long demo recordings and external marketing materials during a strategic push for cross-selling.

Audience

Sales representatives and employees across Europe and North America (~250+ reps).

My Role

Instructional Designer (Revenue Enablement)

Deliverable

Standardized 3-part product enablement framework (Part 1: Toolkit/User Guide, Part 2: 101 Video Series, Part 3: Deep-Dive Certification Course) and a prioritized Wave rollout roadmap.

Key Result

Built a scalable, repeatable framework for 40+ products; prioritized top 8–10 revenue-critical products into Wave 1; established embedded usage tracking across Seismic, Notion, and Docebo LMS.

Business Problem

Business Challenge

Following the corporate merger of Trimble, Transporeon, and Maps under the Transportation banner, the organization faced a massive product footprint spanning over 40 distinct solutions. To capture market share, executive leadership initiated a go-to-market (GTM) strategy focused heavily on cross-selling across the newly expanded organization.

However, the sales enablement infrastructure was entirely unequipped to support this shift:

Misaligned Content

Existing resources were built by Product Marketing for external prospect consumption, or consisted of unstructured, hours-long technical demo recordings. Neither provided reps with actionable GTM positioning or efficient learning paths.

Cognitive Overload

Sellers were expected to cross-sell unfamiliar products from acquired entities without structured training, leading to confusion, inconsistent product messaging, and missed cross-sell revenue opportunities.

No Centralized System

Product knowledge lived almost entirely in the heads of Subject Matter Experts (SMEs) and individual product experts.

The business required a scalable, standardized way to rapidly educate sales teams on a vast product catalog without exhausting SME bandwidth or pulling sellers away from revenue-generating activities.

Discovery and Analysis

I conducted a thorough needs analysis across product management, product marketing, and sales leadership to diagnose why existing product assets were falling short.

The Key Findings were as follows:

SME Burnout

Product SMEs were constantly pulled into individual discovery calls to explain basic value propositions because no internal self-serve resource existed.

Content Friction

Product Marketing assets focused on top-of-funnel marketing copy rather than seller-focused execution (e.g., discovery questions, ideal customer profiles, objection handling, and competitor differentiators).

"Hours Long" Demo Problem

The team had no prior digital e-learning capabilities or structured asynchronous assets. Every topic—regardless of complexity—was delivered via live, synchronous meetings.

The root cause was clear: the company did not lack product information; it lacked a systematized product knowledge strategy designed specifically for internal sales execution.

Strategy and Rationale

Attempting to build comprehensive custom courses for 40+ products simultaneously would have resulted in immediate gridlock and delayed time-to-market. I designed a strategic, phased approach to balance urgency with long-term scalability.

Strategic Decisions & Trade-Offs

Prioritization by Revenue Impact (Wave Strategy): Rather than tackling products alphabetically or by SME preference, I partnered with product and sales leadership to group the 40+ products into prioritized "Waves".

Wave 1 focused strictly on the top 8–10 highest-revenue and highest-cross-sell potential products. Wave 2 would follow after the completion of Wave 1, and continue until all 40+ products were finalised. This not only allowed me to create product assets in a structured manner, but allowed content to be received by learners with the most pressing products first.

Stakeholder Collaboration

I designed an asynchronous intake template that allowed Product SMEs to dump raw technical details into pre-formatted sections, reducing SME interviewing time significantly.

• Product SMEs & Experts: Aligned on a strict wave timeline and content approval SLA to prevent production bottlenecks.

• Product Marketing: Established a clear boundary—Marketing provided core messaging and positioning, while I transformed that messaging into rep-facing GTM toolkits and learning assets.

Maintenance: The Full Ecosystem

Rather than delivering isolated learning artifacts, I designed a scalable, end-to-end product enablement ecosystem. In a fast-moving SaaS environment with continuous product updates, content obsolescence is a major risk. I built a centralized feedback and update system directly into every toolkit, video, and course interface.

Learners and Product SMEs submit real-time corrections, feature updates, or content requests via a standardized form, allowing me to action updates immediately and keep the entire 40+ product portfolio current.

Design Process

Part 1: Toolkit / User Guide

The Product Toolkit serves a dual strategic purpose: an on-demand, searchable job aid for live sales conversations and a comprehensive study guide for product mastery. Hosted on Seismic and Notion for immediate rep access, toolkits are integrated into a feedback pipeline with Product SMEs to ensure technical accuracy as SaaS features evolve.

Beyond surface-level specifications, each toolkit equips sellers with actionable discovery questions, structured objection-handling frameworks, competitive positioning, and talk tracks aligned to buyer persona pain points.

Part 2: 101 Video Series

To build rapid baseline competency across a 40+ product ecosystem without inflicting video fatigue, I designed the 101 Series as concise, bite-sized video modules.

Rather than overwhelming sellers with lengthy technical demos, each video delivers focused foundational knowledge: Ideal Customer Profiles (ICPs), core value propositions, primary competitive differentiators, and real-world customer success context. This ensures reps absorb key commercial concepts in minutes before transitioning to advanced scenario application.

The deep-dive tier transforms baseline knowledge into practical sales execution through interactive scenario-based modules on Docebo LMS.

To prevent cognitive overload, I replaced legacy multi-hour demo recordings with targeted, bite-sized product demonstrations integrated directly into decision-making scenarios. Learners apply talk tracks, address buyer objections, and navigate complex deal dynamics. Completing all three parts—Toolkit, 101 Video, and Deep-Dive Course—awards formal product certification, giving leadership verifiable proof of rep readiness.

Part 3: Deep-Dive Course & Certification

AI Automation: A Vital Element of This Project

Managing enablement across a portfolio of over 40 products—expanded rapidly through acquisitions—presented a massive production bottleneck for a single instructional designer. Developing a toolkit, scripting and recording videos, editing multimedia, building LMS courses, and drafting certification exams traditionally required over 50 hours per product.

To overcome this constraint, I architected an AI-assisted production pipeline that automated script generation, content synthesis, voiceovers, and course outlines by over 90%. This reduced total development time per product from 50 hours down to just 2 to 4 hours, leaving video editing as the only manual touchpoint. This strategic automation transformed an unmanageable content backlog into a rapid, repeatable engine that scales seamlessly across complex product suites.

The Solution

The finalized Product Enablement Suite delivers a structured, scalable learning pathway across the entire merged portfolio.

Centralized Access & Distribution (Week 5)

Assets are stored centrally across Docebo LMS, Seismic, and Notion, allowing reps to either complete formal training paths or access instant GTM job aids during live sales opportunities.

Modular 3-Part Enablement System:

Sellers complete Part 1 (Toolkit), Part 2 (101 Video), and Part 3 (Deep-Dive Course) sequentially to achieve official Product Certification.

The Outcomes

While full program metrics are currently actively collecting data as product waves deploy, early structural results include the following.

100%

41

Products centralised into one searchable experience

Product portfolio coverage

94%

Faster production time

SME hours annually

120

Note: Wave 1 of the Product Enablement Program is currently active across the revenue organization. Early adoption metrics indicate 100% structured enablement coverage across prioritized revenue products, reducing development cycles from ~50 hours down to 2–4 hours per product. Full qualitative rep surveys, attach rate tracking, and long-term usage data are currently being aggregated as remaining product waves launch.

How Are These Metrics Calculated?

If you’d like more detail on how these metrics were calculated — and how you can build your own measurement frameworks — you can explore my Enablement Metrics Handbook. It breaks down the formulas, workflows, and decision-making models I use to quantify impact across onboarding, product enablement, and sales performance.

More importantly, it shows how to define business outcomes upfront, execute against them, and translate improvements into clear ROI that leadership can understand and act on.

Contact

Questions? We're here to help anytime.

Email

Phone

contact@nytel.com

+44 79300 49218

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