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Product managers are constantly amazed at the things salespeople will do, from chasing long shot opportunities to promising impossible benefits and non-existent functionality to prospects when trying to close a deal. Even though we like to blame the sales team for behaving in this manner, it may really be the product managers' fault. Product Managers should own the message and then enable the sales team to take this message to the market. Unfortunately, sales enablement has become one of the most overlooked functions of the product management role.