Customer StoryBuilding Management

AMAG Technology

Camera-shy sales reps turned into global brand storytellers.

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Global

sales team trained across regions

100%

behavioral adoption of video content creation

Cultural

shift toward authenticity and openness

As AMAG Technology expanded globally, polished corporate messaging was not enough to build trust in local markets. MarketScale coached the company's camera-shy sales professionals through hands-on video workshops, turning employees into authentic storytellers and driving a culture shift toward openness across regions.

“

This training is more than just learning how to record videos. It's about transforming how we communicate, humanizing our brand, and strengthening relationships across the globe.

Kim Rahfaldt, APR·Public Relations, Communications & Marketing Leader, AMAG

Chapter 01: The trust gap

Traditional marketing wasn't building trust in local markets.

As AMAG expanded globally, the company recognized that centralized, polished corporate messaging wasn't enough to build trust and credibility in local markets.

Sales and marketing teams needed to feel confident creating authentic, human-first content. AMAG sought to strengthen relationships across borders by showcasing the voices of its own employees, not just the brand.

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Chapter 02: The playbook

Sales professionals as trusted storytellers.

MarketScale identified an opportunity to position AMAG's sales professionals as trusted storytellers.

The strategy centered on four levers: enabling employees to create content in their own voices, hands-on workshop coaching led by MarketScale's Logan King and Daniel Litwin, technology integration through MarketScale Studio, and community amplification across global markets.

Chapter 03: The payoff

A culture shift that started in front of a camera.

AMAG's international sales team stepped outside their comfort zones and began creating video-driven content across regions.

Senior leaders credited MarketScale for guiding the team through a meaningful shift that blended professional development with cultural evolution. Kim Rahfaldt described it as "a big shift in AMAG's culture toward being more open, authentic, and connected."

Behavioral adoption of video creation across global sales regions

Cultural shift toward openness, authenticity, and global connectedness

Brand humanized through authentic employee voices, not corporate scripts

Leadership alignment: senior leaders credited MarketScale for meaningful professional development

Foundation set for long-term authority and trust in international markets

The play behind it

The MarketScale system behind this result.

Every result in this story was built on the same three-step rhythm of the MarketScale platform: expert capture, AI-assisted production, and a branded channel your team actually uses. It's the same customer-proof motion behind every story here.

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Step 01

Capture

Your experts, customers, and events, captured on-site, remote, or in-studio. Your team brings the knowledge; the system handles the rest.

+ On-site+ Remote+ Studio

Step 02

Produce

AI and editors turn one capture into articles, clips, and video, then route every piece through your team for approval. Governed and on-brand.

+ Articles+ Video+ Approved

Step 03

Publish

A searchable, branded channel your whole team can draw from, in every deal and everywhere buyers and AI engines look.

+ Channel+ Distribution+ AI visibility

See what's possible.

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Ready to become a success story?

Your best proof already exists. We help you publish it.

Book a demo and see how MarketScale turns your team’s expertise into content buyers and AI engines trust, captured, approved, and published from one system.

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