The question the rep couldn't answer.

A conversion gap without a diagnosis.

A high-ticket AI track was converting below the rest of the six-product portfolio. The gap represented about $200K in opportunity. Nobody could say why.

I was the PM on the product. I owned the conversion problem end to end: diagnosis, the fix, the test, and the rollout decision.

The $200K describes the opportunity gap, not revenue recovered by this intervention.

The recordings changed my mind about training.

I went through the sales-call transcripts, then the recordings. When registrants asked about the AI curriculum, reps fell back on the instructors' reputations instead of answering the question.

Trust was breaking at the point of decision. I didn't think another round of rep training would resolve that reliably. It would also be a recurring cost: every new rep, every new track.

Let the expert answer.

I replaced that handoff with six short videos featuring the SMEs who actually taught the tracks. The expert could answer the question the rep had been deflecting.

One reusable asset instead of another recurring training requirement.

A deliberately small first test.

We compared the expert-video approach with the standard rep flow across roughly 250 leads. Around 20% received the videos and 80% stayed in the control flow. I kept the video arm small because the approach was unproven.

The early cohort suggested a conversion improvement. It was enough to inform the next decision, not enough to treat a precise lift estimate as settled.

The stronger evidence is what stayed.

The expert-video approach was adopted across all six products. The useful outcome here is a reusable way to answer curriculum questions that earned a wider rollout.