the challenge
In mid-2024 sales enablement was a shared Drive. One-pagers were outdated, nobody knew which deck was current or which battlecard a seller actually opened before a call, and nothing was tied back to revenue. There was no ownership, no measurement, and no attribution.
highlights
- 01Published a canonical set first: feature one-pagers (Email, Bulk SMS, Sales Dialer, Call Routing), compliance one-pagers (10DLC, CNAM, SOC2, STIR/SHAKEN), and new pitch decks, so a seller could open the current asset without asking.
- 02Centralized competitive intel: 18 competitors in one repo, with battlecards for the real rivals (Aircall, OpenPhone, RingCentral, Dialpad, CloudTalk, Nooks, Orum, Aloware, Kixie, and more).
- 03Built the measurement layer: a PMM-Sales repository sellers actually used, tracked adoption, and tied specific assets to specific deals.
- 04Piloted a custom GPT for deal-specific briefs, so a seller could get a battlecard tailored to the account in front of them.
- 05Kept a ledger with wins and losses on the same page: the honest losses were tracked as carefully as the wins.
the impact
Figures are self-reported from a deal-level CSV, the quarterly impact report, and monthly PMM reports. Specific customer deal names are held back; competitor names, which are public, are used.
$535K
influenced ARR from PMM-built assets in FQ2 2025 ($535,844), with $81,696 won ARR the same quarter, each tied to a named deal and seller internally.
First win
the first attributed win was a JustCall-vs-Aircall comparison sheet cited as the deciding factor in a closed deal. It was small; once the first attribution landed, the measurement habit compounded across quarters.
Honest ledger
wins recorded against real competitors (Aloware, Kixie, CloudTalk, Aircall); losses recorded on the same ledger, so the number stayed credible instead of curated.
why it worked
Publish before you measure — getting a canonical asset set into sellers’ hands first meant there was something to attribute later.
Attribution changes behavior — naming the asset that closed a deal turned enablement from a folder into a tracked pipeline channel.
Losses on the same ledger — tracking the losses as carefully as the wins kept the influenced-ARR number honest instead of inflated.
Built for the deal in front of the rep — deal-specific briefs and a custom GPT meant the asset matched the account, not a generic template.
Self-reported from a deal-level CSV and the quarterly impact report. Customer deal names are held back; competitor names are public. Reported post-employment.
Sources: FQ2 2025 deal-level CSV · monthly PMM reports