Sales Enablement Case Study: How I Used ADDIE to Support Sales Enablement During a Major Product Launch
- Mar 18, 2025
- 2 min read
Updated: Apr 2
When I joined Purple, the company was preparing for its biggest product launch yet. That created an immediate sales enablement challenge: teams needed to build confidence and fluency around new products quickly, communicate value clearly, and apply what they learned in real customer conversations.
With major sales conferences approaching, I had the opportunity to support that effort through a mix of instructional design, content development, and experiential learning.
Using an ADDIE-based mindset, I started by focusing on the most important performance needs. Sales teams needed stronger product knowledge, better message consistency, and more opportunities to practice applying what they were learning in realistic ways.
For the retail business conference, I helped organize and refine the presentation deck, created supporting graphics to make product differences easier to understand, developed a workbook for attendees, and partnered with the retail training team to build an in-depth LMS certification called Sleep Genius. I also helped capture audio and video from the conference so the learning could continue beyond the live event.
After the conference, I continued supporting the retail team by helping update training for the Count to 5 sales method. I refreshed audio and video assets, helped merge that content into the Sleep Genius certification, added manager checkpoints, and helped improve the assessment flow by placing knowledge checks throughout the course rather than saving them all for the end.
That change may sound small, but instructionally, it mattered. It created more immediate reinforcement, gave learners quicker opportunities to apply what they had just learned, and made the experience feel more engaging and effective.
I also supported wholesale and inside sales enablement by helping create workshop materials, presentation slides, and game-based learning experiences. These included a Clue-inspired matching activity, a Yahtzee-inspired product game called Yawnzee, and Cards Against Objections, an experiential learning activity designed to help employees practice handling customer objections and redirecting conversations more effectively.
This project reflects a lot of what I enjoy most about instructional design. It required me to look at performance needs, design with business context in mind, develop learning assets across multiple formats, and create experiences that made the content more memorable and usable.
For me, it is a strong example of how ADDIE can support sales enablement by turning product knowledge into practice-ready performance.
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