Below is an excerpt from Duct Tape Marketing blog and Jantsch's take on teaching. This relates directly to messaging as well. Does everyone at your company really understand what the company does and what they are providing? If they don't, then how can they be expected to sell the company and its offerings?
Teach! Share your wisdom. Don't operate from scarcity within your business.
"You should teach internally as well. Do you know why nobody else at your shop gets it? - because you keep it to yourself. At least once or twice a month you should have an internal seminar and teach everyone in the firm something about what you do, or how you sell.
And when you've done that - teach your clients, vendors, and associates how to teach. You do that and selling your ideas will get really easy." (Duct Tape Marketing Blog)