Nothing humbles a PMM faster than seeing sales confidently use messaging you definitely didn’t write. Join Divya to discuss the messy reality behind enablement that doesn’t stick, and explore what it really takes to drive adoption, alignment, and behaviour change across sales teams. Key discussion points: - Why enablement efforts fail to land in practice, from misaligned launches to weak reinforcement and lack of ongoing feedback loops - What “good” looks like when enablement actually sticks, including the systems and habits that drive real sales adoption - How PMMs can influence sales behaviour without formal authority, and build stronger alignment across stakeholders over time