{"id":2755,"date":"2023-05-19T13:37:01","date_gmt":"2023-05-19T13:37:01","guid":{"rendered":"https:\/\/www.klenty.com\/blog\/?p=2755"},"modified":"2025-09-23T16:46:35","modified_gmt":"2025-09-23T16:46:35","slug":"sales-enablement-content","status":"publish","type":"post","link":"https:\/\/www.klenty.com\/blog\/sales-enablement-content\/","title":{"rendered":"Create The Best Sales Enablement Content (With 24 Samples)"},"content":{"rendered":"\n

The Bard famously wrote \u2014<\/p>\n\n\n\n

Some are born great,<\/p>\n\n\n\n

Some achieve greatness, <\/p>\n\n\n\n

And some have greatness thrust upon them.<\/p>\n\n\n\n

It\u2019s as if he were speaking to the modern sales supervisor. Because if you\u2019ve ever managed a sales team, you know that \u2014<\/p>\n\n\n\n

Some reps are great at their trade. <\/p>\n\n\n\n

Some achieve greatness with practice. <\/p>\n\n\n\n

And some have greatness thrust upon them (with support from the company).<\/p>\n\n\n\n

After all, not every rep can be a star performer. If you were to take Pareto\u2019s word<\/a> for it, 20% of your top performers probably rake in 80% of your revenue. Now imagine if the bottom 80% could perform just half as well.<\/p>\n\n\n\n

Company support is like a rare tonic. It gives your average Joes and late bloomers superpowers to engage with prospects better and close more deals. We call this support \u2013 sales enablement<\/strong>.<\/p>\n\n\n\n

In this blog, we give you a pocket guide on how to create sales enablement content that caters to your sales teams’ needs, and 24 examples of content assets that you can recreate.<\/p>\n\n\n\n

What is sales enablement?<\/h2>\n\n\n\n

\u201cSales enablement<\/a> is all about getting sales faster and quicker, and about winning more deals. It\u2019s multifaceted, and while sales training and sales ops are a part of the equation, content is the biggest bulk of it. Getting the right content to the right audience requires more than just slapping together a blog or a white paper; it also includes the sales decks and demo scripts that are so instrumental to sales professionals,\u201d the founder of a sales enablement company, Gaurav Harode, told Forbes. <\/p>\n\n\n\n

Sales enablement is a multi-pronged function pulling in teams from sales ops, marketing, and sales to develop and execute training, coaching, and sales enabling content services and taking care of operational elements of sales like evaluating tools, and strategies. But in this blog, we will only talk about one thing \u2013 content services. <\/p>\n\n\n\n

In one of the very few books written on Sales Enablement, Byron Matthews and Tamara Schenk explained that sales enablement content are of two kinds. <\/p>\n\n\n\n

Sales enablement content types:<\/h3>\n\n\n
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\"internal<\/figure>\n<\/div>\n\n\n

Customer-facing or External content,<\/strong> shared by salespeople, is designed to provide value messaging <\/a>to the prospects who are in different stages of the buying journey. <\/p>\n\n\n\n

Example: Whitepapers, Product Demos<\/a>, ROI templates, Case Studies.<\/em><\/p>\n\n\n\n

Internal content, <\/strong>to be consumed by salespeople, is designed to build salespeoples\u2019 skills and knowledge.<\/p>\n\n\n\n

Example: Cold Email<\/a>\/Cold Calling, Cold Email Templates<\/a>, Sales Playbooks, Battle cards, Buyer Personas. <\/em><\/p>\n\n\n\n

What is \u2018Value Messaging\u2019?<\/strong><\/h3>\n\n\n\n

Value Messaging<\/a> means the content you share with prospects should be tailored specifically to meet the needs of the main stakeholders in each stage of the buying process \u2014 the user of the tool, the manager, and a top-level executive. <\/p>\n\n\n\n

For example: <\/em>Say you sell contract management software. Your rep has been following up after a demo with the prospect \u2013 who is a quota-carrying salesperson. But since the demo, your rep has been talking to the sales manager \u2013 who has been identified as the \u2018influencer\u2019 in the buying process. So, understanding that the buyer, who at this stage is the sales manager, is currently in the evaluation stage of their buyer journey, the rep should ideally send a competitor analysis spec sheet in a bid to handle any future objections rising over competitor features. This ensures that the prospect receives the right message at the right time. Easier, yes? Now the prospect wouldn\u2019t have to send one more mail regarding their doubts on your product\u2019s USP. <\/p>\n\n\n\n

Why is it called sales enablement and not content marketing?<\/strong><\/h2>\n\n\n\n

Because of all the content strategy and creation that make up a good chunk of the sales enablement function, naturally, it can be confused with content marketing. <\/p>\n\n\n\n

Here\u2019s how it\u2019s different: <\/strong><\/p>\n\n\n\n

Content marketing:<\/strong> \u201cContent marketing<\/a> is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience \u2014 and, ultimately, to drive profitable customer action,\u201d as defined by the Content Marketing Institute. <\/p>\n\n\n\n

Content marketing can be measured<\/a> by the increase in organic traffic to your website, increase in your MQLs, growth in your email subscriber count, etc. <\/p>\n\n\n\n

Sales enablement content: <\/strong>Meanwhile, sales enablement content is made for the salespeople and the prospects. Sales enablement content ensures your reps know how to deliver high-quality interactions with prospects, and are equipped with the right material to send to prospects at whichever stage of the buying process they are in. <\/p>\n\n\n\n

The effectiveness of sales enablement content is usually measured by the number of deals closed, length of the sales cycle, win rate, etc. <\/p>\n\n\n\n

How should you design your sales enablement content strategy?    <\/strong><\/h2>\n\n\n\n

Phase 1:<\/strong> Identify gaps in the content your sales teams currently have. Here are some questions you can ask to identify the gaps. <\/p>\n\n\n\n

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  1. What are the different types of content your reps currently have access to, and share with prospects?<\/li>\n\n\n\n
  2. Do you provide what prospects want? Or is there a gap?<\/li>\n<\/ol>\n\n\n\n

    These questions will help you assess the quality of your current content assets \u2013whether it is actually useful for the prospects, and if it\u2019s easily accessible by your reps. <\/p>\n\n\n\n

    Once you\u2019ve identified the gap in information, you have a starting point to create your content.   <\/p>\n\n\n\n

    Phase 2: <\/strong>Find out your salespeople\u2019s pain points<\/p>\n\n\n\n

    Imagine there\u2019s an endless list of top-of-the-funnel blogs, months-old presentation decks, cold calling scripts, some copied and pasted email templates, and attractive whitepapers, scattered across google docs, sheets, and email inboxes, that were written originally by marketing for lead generation. <\/p>\n\n\n\n

    This means: <\/p>\n\n\n\n

      \n
    1. The content is not<\/strong> easily accessible<\/strong><\/a> for sales reps.<\/strong> Reps will have to sift through loads of unnecessary content located in company blog pages or within the marketing department first before getting to what they actually want, which takes time.<\/li>\n<\/ol>\n\n\n\n
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      1. Salespeople unable to find the right content for the right prospect.<\/strong> Salespeople engage with prospects at different stages of the buyer journey. Therefore, they\u2019re most likely to look for content that answers a specific pain point common among prospects who are at a particular stage in their buyer journey. For example: If a prospect is negotiating for a lesser price point, Account Executives<\/a> should be able to give them a case study similar to the prospects\u2019 use-case to reiterate the product\u2019s value to the prospect. <\/li>\n<\/ol>\n\n\n\n

        Phase 3: <\/strong>Create content assets<\/p>\n\n\n\n

        So, for easier access, and increased effectiveness of the content for salespeople, your sales enablement content should be created to suit customer needs at different stages of their buyer journey. <\/p>\n\n\n\n

        Design your broader sales enablement content strategy according to a prospect\u2019s Buyer Journey.<\/strong> <\/p>\n\n\n\n

        24 Sales Enablement Content Assets <\/strong><\/h2>\n\n\n\n

        We will now break down examples of the different sales enablement content assets you can make. But for easier understanding, we will break down the content into three broad categories that are characterized by its direct benefits: <\/p>\n\n\n\n

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        1. To onboard reps quickly<\/strong>: Onboard employees into the organization with a primer on the product, the industry and the existing sales and marketing strategies. This will include onboarding playbooks, training documents like \u2013 industry playbooks, sales playbooks, quizzes, new employees FAQs, cold calling, cold emailing<\/a> and objection handling scripts. <\/li>\n<\/ol>\n\n\n\n
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          1. To improve rep productivity<\/strong>: Measuring reps\u2019 performance with metrics and KPIs to help improve their productivity. Help them refine their skills by supporting them with scripts, objections handling battle cards, question maps etc. <\/li>\n<\/ol>\n\n\n\n
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            1. To engage prospects<\/strong>: Educating prospects about the value of the product and driving your unique selling point with clarity by retaining their attention. This will include buying guides, competitor analysis, ebooks, infographics, case studies, white papers, research papers, testimonials etc. It is especially important to have a well-stocked content library \u2013 to be able to add value to all the messages you send to prospects over long sales cycles. <\/li>\n<\/ol>\n\n\n\n

              Here is a collection of the assets you can have in your sales enablement content library. <\/p>\n\n\n\n

              To onboard reps quickly<\/strong><\/h3>\n\n\n\n

              1. FAQs<\/h4>\n\n\n\n

              A list of essential questions about the company, product, industry, and prospects that new employees may ask at the time of joining. These nuggets of information can save a lot of time by anticipating and answering pointed questions from new hires. <\/p>\n\n\n\n

              2. New hire onboarding checklist<\/h4>\n\n\n\n

              A checklist template on the essentials of onboarding a fresh or experienced sales rep. This is essential to ensure the rep is able to place calls or send emails from day 2<\/a>. Here\u2019s a sample onboarding checklist by mapmycustomers<\/a> in the 30-60-90 days model, where expectations are set for the first 30 days, the first 60 days, and the first 90 days. <\/p>\n\n\n\n

              To know more on creating the sales onboarding checklist for 30,60 and 90 days, go here<\/a>.<\/p>\n\n\n\n

              3. Buyer Persona document<\/h4>\n\n\n\n

              Perhaps someday we\u2019ll be able to simulate sales conversations with intelligent, life-like hologram projections of prospective buyers. But until then, reps must use their imagination and a nifty little tool we call the buyer persona for practice. <\/p>\n\n\n\n

              Take the following one for example<\/a>. It\u2019s a detailed profile that takes into account the buyer\u2019s business and personal interests. A detailed buyer persona prepares reps to preempt any questions, tackle their pain points with focused consideration, and customize their spiel for each individual.  Reps can practice opening the conversation in different ways and finding impactful segues if they already know which kind of person is on the other end of the call or email. <\/p>\n\n\n\n

              4. Training course<\/h4>\n\n\n\n

              A training course during onboarding sets the tone for what is expected of the reps. Training programs come in the form of live classroom-like courses, workshops, or seminars that award certification at the end. <\/p>\n\n\n\n

              Introduction to Sales<\/a> from GoSkills is a great introductory course for new hires. It covers<\/p>\n\n\n\n