Table of contents
Subscribe to our newsletter
Imagine this: you’ve worked tirelessly on a new product launch. The positioning is sharp, the decks are beautiful, and the messaging sings. But a few weeks in, sales reps are either using outdated battlecards, repurposing an irrelevant case study, or not using your assets at all. Worse, when asked about the new feature, they say, “...Oh, I didn’t know that was live yet.”
This is the reality for many product marketers. Traditional enablement and content management systems weren’t built for the speed and complexity of today’s go-to-market world. Unfortunately, many PMMs often need to operate in reactive mode - constantly updating decks, re-sharing links, and answering the same questions over and over. Visibility into content usage is minimal. Measurement of impact? Even harder.
As the pace of work accelerates and AI begins transforming how teams learn and operate, the role of product marketing is entering a new era. One where enablement isn’t a handoff - it’s a partnership. One where learning happens not in onboarding decks, but in the moment of need. This is where Just-in-Time Enablement comes in.
If this shift feels familiar, it’s because it’s a central theme in the new book by Melanie Fellay, CEO of Spekit: Just-in-Time: The Future of Enablement in a World of AI. Throughout this article, we’ll pull direct insights and quotes from the book to help product marketers navigate this new landscape with clarity and confidence.
What is Just-in-Time Enablement For Marketing?
You may have heard the term “Just-in-Time Enablement” before - you may have thought it just sounds like a buzzword (buzz-phrase?), or that it’s only for people training sales reps, but it actually represents a practical, science-based approach to mastering new skills and knowledge and driving performance in the workplace.
Just-in-Time (JIT) Enablement delivers knowledge, guidance, and coaching in the flow of work, precisely when and where it’s needed. Instead of asking sales reps to memorize information in a 90-minute training or search a content repository mid-call, JIT Enablement surfaces relevant, bite-sized content directly in the tools they already use.
We forget nearly 80% of what we learn within a few days unless it's reinforced in context. Traditional learning models push information “just in case.” Just-in-Time flips that model on its head.
“It’s like having a personal enablement concierge whispering the exact information a rep requires in the heat of the moment.” (p. 51)
For product marketers, this means no more wondering if your sales playbook is getting used, no more praying that the right battlecard gets picked. JIT Enablement turns your work into a living system - activated when it’s relevant, and measured in real outcomes.
How AI is Reshaping Content Delivery
That “...Oh, I didn’t know that was live yet.” from the introduction - That single sentence - frustrating, familiar, and all too common - is a flashing red signal for product marketers. It’s not just about missing a Slack message or overlooking a deck. It’s about a deeper disconnect: between product marketing and sales, between the message and the moment, between what we think is landing and what’s actually being used.
Nowhere is that disconnect more obvious than in how reps use (or don’t use) customer stories.
In the book, there’s a perfect example: the team at Spekit had just rolled out an incredible case study from Southwest Airlines, highlighting how the airline used embedded enablement tools to shift 70,000 employees to remote training during the pandemic. It was a great story with a big brand, measurable impact, and polished delivery. And it got used... everywhere.
The same case study began appearing in outbound cadences to small nonprofit teams with limited resources, different buying cycles, and none of the scale or infrastructure that Southwest had. Not surprisingly, the message didn’t land. Worse, it created an unintended impression: “This product must only be for big enterprises like airlines.”
What’s painful here isn’t that the rep used the wrong content. It’s that they probably didn’t even know the right one existed.
There was a better story—a perfect-fit case study featuring the ALS Association, a nonprofit that used Spekit to train 43 local chapters on Salesforce workflows. But the rep never saw it. Maybe they forgot. Maybe they didn’t know where to look. Maybe they didn’t even know it existed.
This is the gap AI is designed to close.
Just-in-Time enablement platforms don’t just house content, they deliver it in the flow of work. They know the prospect’s industry, deal stage, CRM fields, and sales activity. So instead of relying on memory or mass emails, the right case study can be proactively recommended.
“Imagine your rep’s super smart buddy… whispering, ‘Psst, hey, use this case study instead!’” (p. 73)
For product marketers, this is transformative. It means your content doesn’t just live in Confluence or Drive - it lives in context. And as AI handles the tactical delivery, you gain back time to focus on what matters most: strategy, storytelling, and cross-functional alignment.
Product Launches: From Event to Continuous Enablement
Gone are the days when a product launch was a three-week sprint culminating in a webinar and an email blast. AI has shifted the pace of product development into hyperdrive, accelerating everything from how quickly products are built to how often features are shipped and updated.
This causes a domino effect: more launches, more changes, and more expectations placed on product marketing, enablement, and sales. It’s not just about crafting one great deck anymore - it’s about keeping your messaging, assets, and training as dynamic as the product itself.
In fast-moving orgs, even the most polished sales deck or battlecard can become outdated in weeks (content decay). When reps unknowingly rely on stale messaging, it introduces friction into conversations, undercuts trust with buyers, and damages credibility. The faster your product evolves, the faster your content expires.
As new features go live, pricing changes roll out, or new objections surface in the field, PMMs need a way to keep sellers continuously aligned. In Just-in-Time, the shift from “launch and leave” to ongoing, evolving programs is known as “everboarding” - a model that reinforces learning over time, not just at a fixed moment.
“Relegating onboarding to a specific two- or three-week period… is a recipe for failure.” (p. 81)
When you can deliver personalized (to the role, skill gaps, product etc) to reps directly in their flow of work, every release, update, or shift in market messaging becomes an opportunity to re-engage the field and reinforce what’s most current.
When your product and competitive landscape are evolving on a weekly basis, your enablement strategy has to evolve with it.
Visibility and Measurement: How to Prove Your Impact
For years, product marketers have asked: “Is sales actually using this?”
With a modern enablement solution you can see exactly when a rep engages with your content, and in what context - whether it's being surfaced during key sales motions, and how that content correlates to deal progression. Are the top reps using that one-pager you built? Is the positioning you spent so much time perfecting actually making it into real conversations?
“Most organizations today operate in the dark, struggling to understand what truly drives rep performance.” (p. 139)
Traditional metrics like sends and views are table stakes. But when you combine usage data, AI-powered search behavior, and real-time feedback loops, you gain a live view of what’s working - and what’s not. What content is driving impact and even gaps in your content that should be created. This level of clarity gives PMMs the leverage to adjust, improve, and advocate for their strategic role in pipeline creation.
“Enablement platforms must move beyond vanity metrics and unlock insights that help teams improve in real time.” (p. 136)
Collaboration: PMMs + Sales + Enablement = The New Power Trio
No single team can drive effective enablement alone. Product marketing might own the story, but if enablement doesn’t reinforce it and sales doesn’t tell it, the message gets lost in translation - or worse, never lands at all.
That’s why enablement must be a team sport.
“Enablement is a team sport. Without buy-in from senior leadership and front-line managers, enablement programs will struggle to gain traction.” (p. 157)
Effective Just-in-Time Enablement requires tight collaboration between product marketing, enablement, and sales leadership - not just during a launch, but throughout the entire lifecycle of the message. PMMs bring deep knowledge of the product and customer pain points. Enablement translates that knowledge into scalable learning experiences. Sales delivers the insights from the field that help refine both.
It’s not about creating more content. It’s about leveraging the feedback loop:
Are reps using the content we created?
Is it being surfaced at the right time?
Is it driving results or does it need to be revised?
Without that loop, product marketers operate in a vacuum—shipping assets that may never get used or worse, get misused. But when that loop is healthy, content gets sharper, reps get faster, and everyone benefits from aligned execution.
“Would you like to influence your organization’s strategy? Become a trusted source of field insights by mining real-time data and trends to help the business get smarter.” (p. 158)
Just-in-Time Enablement platforms make this collaboration easier by surfacing what’s being used, skipped, shared, or ignored. It’s a new level of transparency that lets product marketing and enablement operate with the same precision as sales.
The bottom line? Cross-functional alignment is no longer a nice-to-have. It’s the foundation of effective enablement—and the fastest way to turn messaging into momentum.
Closing: The Role of Product Marketing is Evolving, Are You Ready?
AI is rewriting the rules - and with Just-in-Time Enablement, product marketing is no longer a static function. You’re not just launching - you’re enabling. You’re not just creating - you’re connecting. The shift is already underway.
PMMs are no longer just storytellers—they’re becoming systems thinkers, data translators, and enablers of strategic execution. As enablement shifts from static training to real-time performance support, PMMs have an opportunity to lead this transformation—not just contribute to it.
That future isn’t five years away, it’s already here. Your product is evolving faster than ever. Your reps are expected to keep up. And your content needs to do more than exist—it needs to perform.
Just-in-Time Enablement gives you the tools to meet that moment. It empowers you to connect strategy to execution, to deliver knowledge in the flow of work, and to measure impact in ways that were never possible before.
The only question is: will your content continue to collect dust in shared drives, or will it come alive at the moment it’s needed most?
It’s time to think in flows, not folders. To build systems, not decks. To empower learning - not just at launch, but every day after.
