To communicate effectively, sales reps need to understand a buyer’s motivations, needs, and pain points. Buyer personas equip reps with research and insights on each target audience, allowing them to connect the dots on how a product solves a buyer’s challenge and helps them achieve their goals.

Product training, such as product marketing one-pagers, manuals, and use case demos, delivers information on features and benefits, as well as context on how a company’s product fits into the broader industry.

Battle cards and competitor marketing materials help reps understand the market and set them up to better communicate product differentiators or persuade clients to switch.

To scale outreach while maintaining consistency, call scripts, demo presentations, and email templates get your sales team on a consistent path. Standardizing this type of sales enablement deliverable ensures a strong brand message and makes it easier to update them in the future.

These assets provide education on an industry challenge or topic rather than overtly promoting your products. Whether it’s a blog post, eBook, or video, injecting thought leadership into your sales enablement assets drives engagement with prospects.

Sales pitch decks are presentations that communicate an organization’s product or service value, features, and benefits to buyers. Pitch decks are often created by marketing teams in collaboration with sales teams to ensure that content is relevant and effective. These presentations can be created using tools such as PowerPoint or Google Slides and should be customized for specific buyers and sales scenarios.

Case studies are detailed accounts of how a customer has successfully used a product or service to solve a problem or achieve a goal. These are often created by marketing teams and can be used by sales teams to demonstrate the value of a product or service to prospects.

Product information includes detailed descriptions of a product’s features and benefits, as well as any technical specifications or requirements. This content is often created by product teams and can be used by sales teams to educate prospects about a product.

FAQs, or frequently asked questions, are a collection of common questions and answers about a product or service. These are often created by customer support teams and can be used by sales teams to address common concerns or objections from prospects.

Review your organization’s existing sales enablement content, and identify which assets are still relevant and usable. Some may just need an update, while it may be time for others to retire.

Take time to review sales enablement content analytics to see how it’s used and how it performs. If you don’t have a tracking tool in place, you might survey your sales team for anecdotal feedback.

Gather feedback from your sales team on their biggest challenges and what types of content might be most effective for them. 

The primary goal of your strategy is to meet the needs and pain points of your audience. Frequently ask yourself, “Is this content valuable for our customers?”

The key to an effective, long-term program is developing a consistent and efficient system for creating and distributing sales content. This includes a means of producing content, as well as infrastructure, like sales enablement content tools, that make content discoverable to sellers.

Nothing is worse than docs that get passed around over email or lost on a personal Google Drive. As your content program grows, make sure you invest in infrastructure, such as a sales content management tool, to manage sales content.

Provide sales the tools, training, and resources they need to effectively use sales enablement content. Don’t forget to establish a way for them to give feedback.

Implementing a reporting/tracking system for your content will allow you to understand its performance over time and make informed decisions on when to create new content or retire what’s not working.

This is a centralized repository that stores and manages sales enablement materials. Sellers can browse, search, and filter content by criteria including product, industry, persona, stage, or language. Content can also be tagged and categorized for easier navigation and discovery.

A feature that suggests the most relevant and effective content for each sales situation based on data and insights. Sellers can receive content recommendations within their CRM, email, web browser, or directly from the platform. Content recommendations can be based on factors like buyer profile, behavior, intent, and engagement.

Sellers need to be able to customize and tailor content for specific buyers and sales scenarios. Sellers can use templates and dynamic fields to create personalized content in minutes. Content personalization can help increase buyer engagement and trust by showing that the seller understands their needs and challenges.

This tracks and measures the performance and impact of content across the sales cycle. Sellers can see how buyers interact with their content, such as how long they spend on each page, what sections they skip or revisit, and what actions they take after viewing the content. Content analytics help sellers optimize their content strategy and follow-up actions based on buyer feedback and behavior.