About Coca-Cola As one of the most recognizable brands in the world, Coca-Cola is at an advantage: All of its potential customers are familiar with its products. The sales team does not have to educate buyers about the product and instead, they’re challenged to connect emotionally with prospects and deliver an exceptional buyer experience. “Grocery stores know who we are,” said Gregory Capidis, field sales enablement manager for Coca-Cola European Partners’ Brussels office, which serves Belgium and Luxembourg. “So what we need to do is give them information that has added value. We want to give them an experience they won’t get from anyone else.” To build this emotional connection and establish salespeople as trusted partners, the sales enablement team needed a way to make messag

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